Those who are trying to scrape together financing for an entertainment event, such as a music concert, will want to look into corporate sponsorship. Sponsorship by corporations has become enormously prominent in the entertainment field today, including arts, charity, media, and sports events. A corporate sponsor will generally provide equipment, stages, venues, and publicity for events and artists/musicians in exchange for posting ads to gain recognition. Corporate sponsorship is often a win-win situation because it helps the company earn recognition with a targeted audience, while musicians and bands receive financial support to cover production expenses and equipment.

While some corporate sponsorship might be acts of selflessness in order to promote goodwill in communities for artists and musicians, it is most often employed to benefit the sponsors. By associating themselves with an event, sponsoring businesses are able to promote their goods and services throughout the production period, on billboards, tickets, programs, music posters, paid advertisements, press releases and more. The motivation for corporate sponsors to participate is little matter to performers, however, as it is understood that sponsorship is often a necessary component, and many concerts, festivals, and performances could not exist without the help of corporate sponsors.

Corporate sponsorships have helped launch many individuals and bands to stardom, and there are thousands of companies and individuals willing to assist local and national groups and individuals in gaining desired recognition. Many a musician has begun a career with the support of a small entity, such as a neighborhood pizza parlor or hamburger joint, as well as beverage distribution companies, local newspapers and television studios, and others interested in the promotion of arts and music. Depending on need, corporate sponsorship can come in the form of small or extremely hefty contributions.

Corporate sponsorships have become important in the promotion of genres of music, such as jazz, classical, zydeco, folk, country, and new forms of music as well as musicians new to the field. Financial investment companies, banks, automobile and food manufacturers, beverage companies, restaurant chains, media organizations, and many others will often include local or national music events and charities in their annual budgets. In exchange for their financial contribution or donation of goods and services, the companies get the opportunity to advertise. Music entertainers and groups who receive corporate sponsorship get the benefit of performing and promoting their music, developing a base of fans, and boosting their record sales.

Finding a corporate sponsor may not be as difficult as imagined. Large public and university library reference sections stock directories, such as the Cooperating Collection and IEG Sponsorship Sourcebook. The IEG web site supports links to agencies, sponsors, and other opportunities. Entertainment firms, record label companies, and managers of independent music artists often assist in finding corporate sponsorship.

Working musicians can expect that sponsors want to get something for their efforts, of course. First, they expect good music, and they may want to see that musicians have a following, are scheduled for tours, and that they are willing to comply with company image and expectations.

Taking the first step can be the hardest part in obtaining corporate sponsorship, but taking that first step can also be extremely rewarding. Musicians should start small and locally, and anticipate that sponsors will want solid facts about numbers (shows played, miles traveled, fan bases), celebrity quality, connections (references), professionalism, creativity, and dependability. Be prepared. Compile and use all resources, contacts, names, data, past sponsorships, and anything that supports the quality and promise of celebrity.

This article provides an overview of the role of corporate sponsors in music. If you would like to submit an article about corporate sponsorship, please feel free to do so here at Media Positive Radio.