WEBINAR: What is Brand Sponsorship & Are You Brand Ready?

What is Brand Sponsorship
& Are You Brand Ready?

Wednesday, March 12, 2025
6:00pm Central / 7:00pm Eastern

In this webinar you’ll learn:

  • What is brand sponsorship?
  • How any Independent Artist can secure a brand sponsor
  • Putting together your Sponsorship Plan
  • How to approach companies
  • Setting up brand deals

What is Brand Sponsorship?

We will discuss what Brand Sponsorship is, and the difference between sponsorship and philanthropy, and the difference between sponsorship and advertising.

How Any Independent Artist Can Secure A Brand Sponsor

Many Independent Artists do not think they can get a Brand Sponsor because they are not at a certain level in their career.  We will discuss how that is just a myth and that Independent Artists can secure a brand sponsorship.

Putting Together Your Sponsorship Plan

There is a strategy and process that goes into creating a Sponsorship Plan…from understanding the importance of Music Branding…drafting the Artist’s Brand Strategy…answering the question Are You Brand Ready?…understanding why brands are looking for a music partnership…to understanding how brands decide what to sponsor.

How To Approach Companies

Sometimes you only get one shot at talking with a company.  You have to make sure that you have done your research on the company, and put yourself in a position as an Artist, target the right companies to potentially partner with…this process and more is needed before any outreach is done to a company.

Setting Up Brand Deals

Once you have your Sponsorship Strategy and Sponsorship Plan in place, it is time to contact brands and work toward securing a sponsorship.  We will talk about what goes into these conversations and how a brand sponsorship deal can be secured.

Who is Kevin Kay?

Kevin KayKevin Kay is a seasoned music industry veteran whose career spans multiple decades and prestigious roles across major record labels and entertainment companies.

Beginning as a Legal Assistant in New York, he quickly transitioned into the music industry through positions at Chrysalis and Polydor Records, before becoming the Booking Agent & Artist Development Director for The Goo Goo Dolls at Entertainment Services International.

His trajectory included leadership positions at prominent labels including Island Records, V2 Records, Dreamworks Records, Virgin Records, and Sony Music Nashville, where he worked with legendary artists such as U2, Elton John, The Rolling Stones, and Kenny Chesney.

Throughout his career, Kay has demonstrated innovation in strategic partnerships and artist development, creating new marketing initiatives and sponsorship divisions that transformed how artists connect with audiences.

His expertise extends beyond the recording industry into experiential marketing, having worked with major brands like General Motors through Jack Morton Worldwide.

Kay later transitioned into education as the Head of the Music and Entrepreneurship Department at the Detroit Institute of Music Education, and currently applies his extensive industry knowledge as a consultant, coach, and public speaker through The Entertainment Sponsorship Group, The Strategic Sponsorship Academy, and K2 Artist Management.

Register for the Webinar Today