Building the Client to Brand Bridge

I am a partner with a NYC based talent and brand management firm, Digital Launch, and we represent some of the greatest talent in the fields of music, sports and entertainment in their pursuits of brand deals, product extensions, ambassadorships and revenue development. As a person who only eats what I kill, I am acutely aware of how hot, flat and crowded the Talent/Brand space is. We are currently developing campaigns and soliciting opportunities for multiple Grammy Award winning musician, actor, and star of the “Fast & Furious” franchise, Don Omar. To give you a very brief summary on Don Omar:

·       Please feel free to view his 2 minute EPK:  

·       Beloved, international powerhouse musician who regularly sells out the largest arenas in the USA (Madison Square Garden, Staples Center, American Airlines Arena, and all international venues)

·       In addition to music, has thriving acting career and will star in upcoming “Fate of the Furious”, the 3rd in the “Fast & Furious" franchise

·       Massive social media influencer, with over 30 million highly engaged followers across Facebook, Instagram, and Twitter

·       Extremely charismatic, engaging personality and known worldwide for his style, elegance, and love of fitness, fashion, and just being a regular guy’s guy.

Don is preparing to embark on his "Fast & Furious" promo tour next month, a new TV show, and another worldwide tour that will see him travel across five continents; not to mention he just came off another #1 single and is dropping his new album in May. One would think that these facts alone would get every call, email and passenger pigeon returned with a screaming YES.

However, the real rule of brand deals is treat them like Hansel and Gretel and leave that trail of breadcrumbs for them to follow home. Build a solid EPK with hard numbers and visuals that represent the client, have a well thought out idea as to why you want to speak with the brand to begin with. Do your homework on what they have done that worked and almost more importantly what has not worked for the brand. Know how to present a well thought out concept with deliverables, social and terrestrial and be flexible to pivot to align with what their goals are. This goes for EVERYONE large or small, known or not.

The celebrity space is so crowded that even shampoo companies are saying Celebrity Tested and not, No Animal Testing, on their bottles these days. Therefore if you hunt and kill for a living like I do be prepared to throw spears and not just huck a javelin down the field. The difference being; one is a sport and the other has a target to survive from.