The Billboard and Adweek Music & Advertising conference in Chicago opened its doors this morning. Below, select shots and quotes from the event. To see the full schedule click here.
Todd Jacobs, Cheryl Berman, Marc Glanville and Eric Sheinkop during the day’s first panel.
“This is the best time that has ever existed for independent artists, to become a brand and rise to the top of their market. And [product] brands know that there’s a real chance to interact with their audience in a meaningful, emotional way. They can used the artist lanes to connect to their demographic honestly and thoughtfully. And they’re not only capable of making indie stars some money, but also making them into real rock stars.” – Eric Sheinkop, president of Music Dealers, LLC and moderator of Music & Advertising’s first panel, “Beyond The TV Commercial: How Are Agencies and Artists Striking New Deals With Brands?”
“Brands have a bigger opportunity to connect with bands than they’ve ever had in the past. That is why brands are getting comfortable with connecting with emerging artists, especially because of the blogs that so passionately cover these artists. By aligning themselves with these artists, they’re inserting themselves into the conversation. Indie and authentic artists have audiences that believe what they say. When you can work with an artist that has credibility, it’s going to mean more to the consumer than connecting with an artist who just has mass popularity.” – Jeff Tammes, senior VP of strategic marketing and creative at Cornerstone.
David Banner after the day’s first panel.
“The things I would always tell the advertisers is that if you make a bad commercial, a person who drinks Gatorade is not going to stop buying your product. But more people will buy your product if you have a great commercial. So I wasn’t just going to these people with commercials. I came to them with campaigns, ideas. I brought to Gatorade 10 times more than they expected; not just a jingle but a hit record that they didn’t have to pay $1 million to license. You might as well be creative, because records are not selling anyway: Do what you want to do. Everything is coming back to the people. So if you come to them with a clear and concise vision, they will come to you.” – David Banner during the day’s first panel.
The crowd at the Bud Light case study.
“The 30 seconds of a song that we pick in advertising is not something we always pay enough attention to. If you look at the Bud Light Lime ad, it has an intro, a line of the verse and the chorus. As music people, we ned to be involved in the process and stay involved, to make sure it sounds like a song. You can’t just leave it up to the advertising people. Pay attention to that.” – Gabe McDonough, senior producer of music and integration, DDB.
Gabe McDonough, Kid Sister and Jedd Katarancha during the Bud Light case study.
– “Kid Sister was not an unknown artist when we decided to get her licensed. The best way to get your songs licensed is to write great songs. Get some press for yourself. You have to keep doing the traditional music career to get some of these new opportunities.” – McDonough.
– “I’ve been really lucky that my career has been chugging along steadily, but I’ve seen little spikes because of the ad, and I’m glad about that.” – Kid Sister.
Photos by Rob Grabowski. Reporting by Lou Carlozo. – SOURCE