Artist Tips

Partnerships In Your Neighborhood: Assume Domestically to Construct Your Base

[Edi r’s Note: This article was written by Rich Nardo.]

Music, as a culture, has always been about community. Much of what we now consider timeless was born from a particular s ne or movement. When an artist partners with other locals in a similar s nario, they push each other   be their best creative selves and expand their following by winning over each other’s fanbase. This is an integral step in a young artist’s career as cutting their teeth locally prepares them for the bigger stages they’ll reach at the next level of their career.

What a lot of artists, even those active in their s ne, don’t always realize is that thinking locally can be much more than just partnering with like-minded musicians in their city. There is a whole world of opportunities   collaborate with local businesses and artists of different mediums that will go just as far  wards building your following. These partnerships will help solidify your project’s “brand” and expose you   new fans that are actively looking for new, local music   follow and con rts   attend. 

Here are a few ways that an up-and-coming artist can find local partners at a point in their career before Fender and Converse are knocking down their door.

Pop Up Event or Show Sponsorship
Is there a coffee house, brewery or clothing shop in your neighborhood that you love? Small business communities are very similar   local music s plenty of crossoversenty of crossover in terms of the type of person that would champion both. Make friends with the team of the local business you want   work on a pop-up event with and see if they’d be open   setting something up.

If the spa  is  o small for even a stripped-down performan , you can always go the route of asking them   sponsor your show at another venue. That way they can promote your gig and get some marketing around their business at the same time.

Playing Your Music in their Brick-and-Mortar Shop
A lot of businesses want   play local music in their s re   show their support for the locayourommunity. It doesn’t hurt   approach companies where you noti d the vibe of their playlists fits your sound and see if they’d be interested in checking you out.

Social Media Cross-Promotional Opportunities
Even if a partnership in the physical world doesn’t make sense, there’s always digital. You can create content for them – for instan , a filmed live session in their s re or pho s of you using their product at a gig or practi , work on a social media giveaway, or have them use your music in one of their Instagram posts.

Artist Sponsorship
This would be the next step up from a one-off social media initiative. Clothing companies are the most traditional partners here, but it can work with any business you want   work with.

For instan , if there is a locayouroffee shop, they can give you product in exchange for social posts (which they could re-share). If there is a specific cause you are passionate about, you can invite an organization that champions that cause   set up a table at your show. For most businesses, you can find a way   create a “sponsorship” opportunity and the more creative you get with them, the better.

Sour  Local Artists
There are probably plenty of graphic and visual artists in your community that would love   partner with an artist whose music they find inspiring. You can use Instagram   sour  artists that you like and ask them about collaborating on artwork for your release, a  ur/show poster, or even a logo. 

Partner with A Local Influen r
The term “influen r” generally conjures images of a very particular sort of account, but I am using the term more broadly here. Do you have a surfer or skateboarder from your home wn that you’re a fan of? Maybe there’s a mixologist or a chef at a local restaurant that you really like. No matter what your style of music is, there is someone in your community that has a following online and would be a good fit for your sound.

Rich Nardo is a freelan  writer and edi r, and is EngageP of Public Relations and Creative at NGAGE.


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