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In this video, Stephen Canfield explains how sponsorship works for artists and brands. Good sponsorship, he explains, lives between the goals of the brands and the goals of the artists, with a relationship that lies between the two and achieves both goals. Whether it's a sync in a commercial or product placement, brands have two things that are helpful to artists: money and resources for promotion. A brand is another place where artists can create a touchpoint with their listeners. By partnering with a brand that shares your interests, it helps promote your brand. However, artists should always be aware of the brands' values and make sure they align with their own.
About Stephen Canfield:
Stephen Canfield is an expert in global brand strategy. He currently serves as Vice President of Marketing for WeTransfer, overseeing global marketing communications, music, art, education and brand for a platform with more than 40 million monthly active users across 107 countries. He is also known for serving as Director of Programs for Red Bull Sound Select, an accelerator program for emerging artists that leverages more than 200 annual events, studio collaborations with leading artists, distribution and marketing to drive organic brand ambassadorship.
About Berklee Online:
Berklee Online is the continuing education division of Berklee College of Music. It provides online access to Berklee's renowned curriculum and online courses, certificate programs, and degree programs from anywhere in the world. Contact an academic advisor today:
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[email protected]
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Stephen Canfield | Music Promotion | Music Business | Brand Partnership | Brand Partnerships | Red Bull Sound Select | WeTransfer | Berklee | Berklee Online | Berklee College of Music
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