Music and Ads: Gaining an Edge With Agencies


Music artists looking to grab the attention of ad agencies were given pointers at today's "Personal Agency: What Do Agencies Want From Artists?" panel in New York today at Music and Advertising Conference hosted by Billboard and Adweek.

Representatives from McCann Erickson, The Kaplan Thaler Group, Strike Up the Brand, Young & Rubicam and Zync Music discussed the different ways that artists are discovered and campaigns are organized with moderator Michael Paoletta, executive producer of Comma.

Below are five ways that a musical artist can gain an edge with agencies:

1. Narrow down the material you're submitting as much as possible. "The best way for an artist to approach us is to really make sure that you're filtering your pitch," said Zync's Rachel Jones.

2. Avoid sending songs with long introductions. Instead, send full instrumentals or TV edits of a song.

3. Use metadata when submitting a song in order to provide more information and fully utilize what iTunes has to offer.

4. Add as many friends on social networking sites like MySpace and Facebook as you can, in order to gain value for potential clients and provide agencies with easy access to your material.

5. Most importantly, you must have a unique aesthetic, not one tailor made for a brand. "Remain true to your vision; don't worry about how something's going to fit [in an ad]," said Y&R's Eric David Johnson.

The conference launched in 2009 and focuses on the lucrative and creative nexus between music and the brand space: what deals are working, how to get your music into brand campaigns, who the players are in the space -- and more.

This year's event, which continues tomorrow at the Edison Ballroom in New York, features executives and agencies representing brands including Cotton, Lexus, Electronic Arts, Apple, Nike, Coke, Honda, Nokia, Target, ESPN, Bacardi, Gatorade, Land Rover, Nascar, Diet Coke, NHL, Starbucks, LG, MTV and Oreo.

See also: "Music and Ads - Driving Sales With Placements"