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Marketing Guru, Toron Bordain, Talks Music Licensing and Artist Promotion

Today’s musician/recording artists are surrounded by an overwhelming amount of technology. From “smart” phones that are able to audibly tell you the weather to wrist watches that you can receive text messages and e-mails, the world of tech has far surpassed the times of Thomas A. Edison and the invention of the lightbulb. With these advancements comes an array of tech tools that make composing, recording, mixing, mastering, and selling your music immensely easy.

If that is the case, why are artists and musicians alike still having a difficult time making a name for themselves in the music industry? One opinion might be their focus isn’t in the right area. That may be true, but if it is, then how can today’s musical talent be successful in the music industry?

Two words…..Music Licensing. Although music licensing poses many challenges, at the same time the rewards are very much worth it. From my experiences, I will gladly share with you tips in order to not only make a name for yourself but be successful at it as well. The list is short, however, if you follow it to the letter, the music licensing opportunities (and profit) will flow to any artist or musician like water.

  1. Be patient…..And persistent. Understand these opportunities aren’t decided overnight. But you must also follow up on whether or not your music was listened to and selected.

  2. Instead of focusing on the $5,000 and up opportunities, submit for the lesser paying licensing opportunities as well. Don’t make focus solely on the high dollar opportunities. Submit songs or instrumentals for the $1,500 – $3,000 opportunities as well. The higher the licensing budget, the more scrutiny each music submission will receive.

  3. If you don’t have absolute confidence in your song or instrumental, it will fail.

  4. Only submit songs or instrumentals that are professionally mixed down and mastered. The last thing any artists or musician wants is to not have their song selected because it had terrible sound quality.

Consider this: You are an executive for a very successful ad agency and your client wants a song to promote their new 2020 model year automobile. You as the executive are held responsible for the campaign that will bring the agency several hundred thousand dollars. You are the deciding factor to whether or not that happens. If you select a song that doesn’t exceed the standards of the client, you will most likely get fired or you will not get the very generous Christmas bonus. With that being the case, as a musician, you don’t want to submit music that isn’t exceedingly high quality. Plus, if the executive likes your music, they may license more of your music.

  1. Play to your strengths. If you are a hip-hop artist or producer and that is your forte, the time to learn if you can record songs that have an ambient sound influence isn’t when you want to submit them for music licensing purposes.

I’m sure there are several other tips out there, but these tips are certainly going to make any musician or artist more equipped to submit songs for use in television and radio promotions. To all musicians and recording artist, I wish you the best of luck in all your career moves.

Written by Toron Bordain


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