Here is a very interesting concept develloped by Jack: What if the future of music production would be “the corporate sponsorship”. This kind of sponsorship could be an alternative for bands or artists who would like to live their passion outside of the traditionnal music industry business. This could also open up a whole new world of online advertising.
Here is the OK Go video that jack took as an exemple: http://www.youtube.com/watch?v=qybUFnY7Y8w.
Let us know what you think in the comment section beeloooooow !
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34 Comments
I totally agree..
Hey, guys! I’m a huge fan of videosongs. I live in Mexico and I was wondering if you would like me to translate your web page to spanish. Little by little. I speak english and french so it would be nice to do something with you. Are you interested?
That’s a pretty seducing idea, but I’m not sure any corporation would be interested in doing such a thing. The aim for them is to make money, but having your logo placed on an artist’s CD doesn’t mean that people who listen to this artist are gonna buy your stuff. It’s a gamble.
I’ve got a problem with the association of Art and Marketing on a symbolic level as well, but on a more practical level, when you know that HP is gonna give you money for what you’re doing, are you still gonna be able to make “your” music? Or are you going to be somehow influenced to write music “that sells”?
I agree that selling your soul to labels is not the solution either, and that raising money for touring and advertising is not an easy task, and I’ve got no solution, except maybe some kind of associative label which would actually care more about music than about money?
PS : Please don’t try this with Hyundai. :p
spot on Jack! I love it
I think of record labels as banks too!
Hmmm…
I completely understand the point that a record label is a corporation…that’s a good point you make.
I understand that getting money from a corporation that isn’t a record label would, ideally, be beneficial in that you’re providing essentially free advertising for them and good PR for cash that you don’t have to pay back. That’s a big improvement.
That said, HP would not just fund any old person who plays music/makes art. They are not going to dish out $500,000 to the average Joe making “art” in his basement and they are not going to give the money to those “pot smoking hippies”.
If HP announced to the world that they will fund musicians (not loan them money but FUND them), the line-up for that money would, in itself, force them to create a separate branch of HP to deal with the music (thus creating a new record label, of sorts).
Why would that branch then be like a record label?
HP would have to sort through a billion (not an exaggeration) demos/press kits. These demos/press kits would pour in from all over the world and they would be from novice guitar pickers to already established mega-bands and everything in-between.
Now…who is HP going to pick for the funding? The band/artist that is going to give them the most exposure for their funding. Period. It will always come down to return on investment as they are a corporation.
In my opinion, we need to take a page from what Lauren O’Connell is doing right as we speak.
http://www.pledgemusic.com/projects/lauren
Funding by fans! Giving the PEOPLE…the PUBLIC a stake in the art.
She’s at 222% of the funding she needed to make an album and the support isn’t stopping. She can then do the same thing for a tour, for a tour bus rental and to make merch.
She is integrating this with social media and YouTube. I see the updates a few times a week and I’m impressed.
You also see Trent Reznor of NIN fame doing similar things.
Please watch this video for how Trent is changing the music industry today…It’s called “Serving your Fans”:
http://www.youtube.com/watch?v=Njuo1puB1lg
I feel that THIS is the future.
I feel, Jack, that you are a big part of this future. Thanks for your ideas and keep them coming. You will change things and I’ll be watching.
Mike
Thanks a lot, it’s a excellent idea. Thank for sharing your ideas!
I agree with Mike.
All you would be doing is changing the funding stream and not eliminating the problem. Any corporation putting out money will eventually want a say and a piece in what they are funding. And HP knows less about the music biz than Capitol Records does. Also let’s not forget that we have been striving to get away from corporations product shilling via commercials and placement. This would just ingrain it more into our everyday lives…which would suck.
Take it one step further..if you align yourself with a corporation..say BP before they messed up..then your rep takes a hit as well. You begin to be judged and criticized for who you choose to do business with.
As I said before..the future of the music biz is in live shows like it was before recorded music became widely available. I have given that a lot of thought and have a vision of the future of that as well.
[...] This post was mentioned on Twitter by Jack Conte, Rob Michael and Samm Lee Neiland, @cel_junior. @cel_junior said: RT @jackconte: some of my video thoughts on a POSSIBLE FUTURE for the MUSIC BIZ: http://www.videosongsblog.com/2011/01/corporate-sponsor … [...]
Couldn’t agree more with Mike G above…
Most probably corporations will find ways to make huge profits and suck artists’ blood the exact way record companies do in a very short time (after all, it is what the specialise in-profit I mean) and before you even know it, they will start having a say on the making of the music itself (“we have a right to know what we’re paying for”). Record companies on the other hand, won’t let big corporates take their clients just like that, they will legally protect their field as much as they can.
I think your suggestion is, as always, very creative but it doesn’t solve the problem. It might work like CPR (and buy some time in that sense) but the patient will die anyway…
I just don’t think I could feel good about seeing a corporate logo or advertisement on a record or song that I love. It would cheapen the experience for me…
If a band or an artist needs money, I don’t see why not go for a sponsor. I guess that the hardest part is to get one :P
Getting funds from a non record company will sure give you freedom regarding your music, but are they up to it?
F1, superbike GP.. they aaaaall get humongous sponsorships, but they have to show up top performances and the brand stickers everywhere lol.
that would almost the same for popular unsigned bands, but how will that work for small niche bands??
Hmm. I don’t think a lot of corporations would want to sponsor intellectual property without having some say in the content of said IP. I mean, lots of corporations sponsor like bicycle teams, or sports arenas or other entertainment and cultural activities. But, don’t you think a corporation’s marketing department would want a say in the content of songs and art if their name is on it? I think art might suffer under such a system because it could turn into a system of producing only the innoffensive. If art is a means to induce emotion, it, by its very nature, should offend at least on occassion.
Jack,
Very nice Kevin Smithesque rant. You guys are pioneering the same path. Kev in movies and you in music.
All I can say at this point is, “Take the Money and Run”.
Keep up the good work. The metamorphosis has begun.
Cheers, Mike.
@ Daniel ML – yes, it’s a dangerous thought, but what about movie companies?! they have disclaimers at the beginning of their “controversial” films saying, “we don’t condone or endorse the ideas set forth in this motion picture.” in other words, it’s possible to separate the PATRON from the CONTENT. they are, after all, separate things. If a movie company can spend 100 million dollars funding a piece of art from which they PURPOSELY AND OVERTLY DISTANCE themselves, then why can’t someone spend half a mil on a record with some swear words and not get blamed for the profanity? I think it’s possible. it will take time to change the mindset of the public, but it can happen.
I think it’s an option that should be considered. Long-term deals get a little hairy, though; if a band is “funded” for three years, what’s that entail? If the band’s popularity explodes, does the corporation fund tours and coordinate press?
Maybe the sponsor-an-album route is the way to go. I’m a little hesitant to believe that the company’s name or logo would be enough of a return, though. Sure, they’d earn any bit of cool factor that’s associated with the band, but it’s tough to put a price on that. What if instead, we supersize the Hyundai model? Hyundai says, “Hey guys, we love your work, and we’d like to help you out. How about you help us with some ads or audio work, and we’ll give you some funding for the album?” It’d have to be completely transparent to buyers, of course, but an in-kind or partial in-kind deal might just work. (And by the way, I don’t know what the arrangement between you and Electro-Harmonix was, but the Voice Box videos are hands-down the best product demos I’ve ever seen. I know that’s a special case since you use their products with production.)
I totally agree with Mike that Lauren’s PledgeMusic campaign is amazing in a ton of ways. I love the idea of having a direct relationship with fans, and I think the video about Trent and NiN did a great job with that. I think one of the big flaws in the record company model right now is that a lot of labels don’t seem to really understand how actual listeners find and consume music. All of Pomplamoose’s videos are free, but I’m going to guess that a few people have gone out and bought your music, too. It’s just a new way to make it work.
I think a bigger (and totally separate) discussion is how to get exposure in the first place. How would a band get a corporation’s attention? I don’t know how many bands are sharing stuff on YouTube and MySpace right now, but no doubt there’s a heck of a lot of competition.
So what you’re suggesting is basically patronage: ‘the support, encouragement, privilege, or financial aid that an organization or individual bestows to another.’
I’m Dutch and I first heard of this system at high school during a lesson about the history of literature in the Middle Ages, most writers were sponsored by a rich individual so they could maybe use the name of the sponsor as a good guy in their stories.
Naively daydreaming I thought it would be awesome to sponsor musicians if I ever get really rich, but getting sponsorship from a corporation seams like a more realistic idea, because it happens in sports so much. The only problem would be getting a sponsor if you’re an unknown or a beginning musician.
Hi Jack,
at first – it´s nice that you share your ideas and yes, I love this idea you have! It would be fantastic if this would work the way you describe.
But who will decide wich band will be supported with money? Just anybody? I don’t think so. This work will be done by someone who is very well versed in music business, because it’s much money they will pay. And this company will only pay money for music wich will be suit to the brand. They will not support musicians and say: here you have some money because I like your music. They need successful musicians and I’m afraid at any point a company (which will pay for success) will bring their influence to bear. And a big company will become partially a record company.
It´s really sad I think but it´s a first idea and may be this will bring us to another idea wich will partially work or even better. The idea of pledgemusic sounds good to me and I’m looking forward to all future trends to give musicians a chance to generate money with their music.
Thanks a lot for YOUR music!
First, let me say that I’m a huge fan of all your work. I absolutely love the creativity the uniqueness in your art. I really think that with the right tools you can make it to the top.
That being said, I really dislike the idea that you propose. Music makes me feel amazing inside. It’s pure and innocent in all forms. Like I said, I love your music, but I would lose all respect for anyone trying to bring a corporation into some kind of beautiful art. The idea of a Pepsi logo or a General Mills logo on one of my favorite cd’s is a major turn off. I would never feel the same about the music or the artist anymore.
I would love some kind of grant to take a year off and just make music. I love music of all kinds and have been writing for over twenty years. But I have a family and they depend on me to provide them with what they need and they come first. Life is not fair sometimes but I try to squeeze in a couple of hours a month to write but man I know I could really bring it if I had a chance. I would like to find some kind of developing artist grant or a corpration that is looking for a home on Youtube. So if any of you executives are reading this drop me a line I would let you down.
@ BJohnson – and yet you’re fine with a “Capitol Records” logo on their CD? Isn’t Capitol Records a corporation, too? What’s really the difference?
I would argue that the difference between a Capitol Records logo and some other corporation would be in what those corporations stand for. If you associate a certain corporation with your music, your going to attach the meaning of what that company stands for to your music, whether you like it or not. A company like Capitol Records is pretty neutral since it already stands for music. Pepsi on the other hand…
I agree the extra funds provided would be nice, but I think it would come as a cost to the integrity of the music and the message.
It works for sports, yes, but music is a lot more meaningful than sports.
Oh, in NY there’s Mercedes Benz Fashion Week.. :D
hummm.
Hey Jack, hey folks,
that´s a nice idea and i do agree that it could be way to make music (as art) more independent. But i also agree with some of that aspects i read in the comments above. I´ll specify what i´m thinking:
It´s mainly about a point you just mentioned in 1-2 sentences quite at the end of your video. It´s about seeing musicians as a kind of business-people. While managing all that by yourself you´ll have to deal with all the dynamics and situations that usually record labels do. For example serving the right distribution channels, networking, organizing and so on. It´s a fact that the rise of the internet and all its technologies and services made it easier to get connected to the whole world. But i don´t know if thats makin it all easier to manage…
I think it´s not all about the money, it´s also about skills (and the short 24 hours you get every day). Yes, there are examples where this works like… you :-) but do think it could really work for the masses (of musicians)?
For that reason i think there will always be some kind of “companies or institutions” beetween or beside the artist and those who consume their music (maybe just for consulting…). It´s a question of supply and demand…
BUT! the question is (if such a model would be the future), these companies may be completely different from what we know today (like cultural focused, independent institutions or smthng lk tht) AND! will actual global players be able to change OR! is there a chance for new actors?
I´ll keep that in mind. Keep on doing what you´re doing!
Schöne Grüße,
Stffn.
this has actually already been happening for a few years now, at least to some degree. Scion A/V (http://www.scionav.com/), Mountain Dew’s Green Label Sound (http://www.greenlabelsound.com/), and the Nike+ Original Run series all come to mind.
sounds good to me
100% agree with MikeCooperMusic, if HP wants to give money to musicians, they will automatically hire people to manage this process, creating nothing more but a Record Label, back to square one.
I would use corporate sponsorship as a second-to-last-ditch effort. Too many artists have proven that being your own distributor and coming up with creative ways to provide a reason for actually purchasing music is perfectly viable method. I point out Marissa Nadler as a recent example. On her Kickstarter page, she managed to raise almost double her donation target goal. She did this by promising her sponsors unique and personalized packages based upon their pledge amount. Her fans responded way beyond her expectations. Those funds are allowing her to produce her new CD free of a label AND provide vinyl pressings for her purist audiophile fans.
If someone feels that a corporate sponsor is the way to go, more power to them; I would use it only if necessary to avoid signing a blood-sucking contract.
most if not all corporations are evil, regardless of whether they are a record label or not. the issue you have with labels is they only care about money at the expense of the artists they are supposedly supporting, yet most corporations only care about money at the expense of people, the environment or creating a quality product in the same way. the fact that you would get fucked over less is simply a matter of scruples on your part. for example, HP is currently in a class action lawsuit for ripping off its consumers with faulty ink cartridges. so they funded a cool video… millions of people still got fucked over in the process, just not you perhaps.
Hello Jack and VS fans,alignment
Corporate sponsorship and Brand partnerships are business as well as personal decisions different for every business and artist. Event sponsorships and licensing are two areas that Brand alignment are pretty common. Evaluating alternative revenue streams can be challenging for artists while the more common hypocrite may find these choices a little easier. Long vie the Videosong!
SIR I WANT TO SONG WRITTER AND I ALSO WANT A SPONCOR FOR MY SONG PLEASE HELP ME
Pls sir,my frnds need sponsorship for their music production,pls help them with 1.
I am a ugandan by nationalty i need sponsorship for music production,pls help me .