During our lively panel session, I asked Gary McClarnan his thoughts on why Brands get it wrong when entering the music arena.

Gary believed that Brands start off wrong by speaking to the wrong people - the record labels. He strongly believes that no-one is better suited to be able to assess the deal opportunity better than the artist management and the artist themselves.

He stated that timing is critical. Brands come too late in the process to the Band and their management, because they call on the wrong people at the outset.

He stressed that the management had a more intimate understanding of the life cycle of an artist’s success or need for money. There are points when the timing is right for the band to consider alternative revenues other than being dependent on record sales, be they a breaking band or be they a band on to their fifth album. There is a point too when release schedules and the popularity of the artist are not such a focus. Knowledge of when these windows into an artist are open becomes critically important for a brand. It helps them to know which artists are ready to deal right now and which ones are not.

This is a very valid point from Gary. It is not just about which artists will consider brand deals, but when in their career would they consider it. After all, four years before accepting a cheque from Coca Cola, Jack White of The White Stripes and the Raconteurs, had intimated that he did not agree with taking brand money. Something clearly changed. Knowing when that change occurred or how to effect that change is what makes great deals happen (for the brand, for the artist and for the fan)

Pete Jenner believed that record labels are the wrong people to speak to also. In his view, their job is to sell next week’s record. They have a short term horizon and are not really interested in brand building but in delivering the short term volume for the following week. He does not believe they are interested in the long term career or artists.

Similarly, he doesn’t believe that record labels truly understand the long term needs of brands. If a brand goes to a record label, the instinctive urge of the label would be to  push the artist that will deliver the short term volume. Why so? Because, Pete said, the record execs are focused on delivering the quarterly results, not the long term. For this reason, Pete sees the artist management as a more useful lever in any brand negotiation.

Lucy from Diesel (on the right) joined Kate Williams of Columbus Media at the citizensound session at Venice.

In response to the panel urging brands to commit to more than just the short term when getting involved in music marketing, Lucy shared with the attendees the experience of Diesel.

The Diesel U-Music activity has been active for a number of years, slowly but surely building credibility with both the breaking acts and fans alike. Whilst these two groups seem to be have benefited from the investment from Diesel, how about the brand itself?

Lucy shared with the attendees a classic problem for a brand who gets involved in the music space with the band and fan at the forefront of their activities. How does the brand get recognition for the commitment they have made without coming over as too pushy?

Artists such as Mylo have come through the Diesel U-Music project, yet few people are aware of this. Since becoming an established artist, Mylo has come back to support the Diesel U Music events, so recognition from the artist is not in doubt.

It is the transference of this mutual respect into long term business results that is the tricky bit for Diesel. It reminds me of the conundrum that ethical brands face. Do you tell the world that you are ethical, thus placing yourself in the firing line for those to find any weaknesses in your argument (Memories of Anita Roddick in the early days of Body Shop) or do you just do your stuff and keep low key about it (Levi Strauss a good example)? It is the eternal debate. Shout about your good work or do it quietly.

If the marketing world believes in the power of word of mouth or Advocacy Marketing, then letting others do the talking for you has to be the way forward…

Here is Gary McClarnan, of Sparklestreet, on the left and my co-citizen Nick Watt enjoying a quiet drink in Venice.

Gary took time out to join citizensound and Pete Jenner at the Venice Festival of Media. His entrepreneurial flair, deep understanding of artist psyche and finding a balance between Brands and Bands was a huge benefit for all those who sat in on the session at the Festival.

Much appreciated Gary…

Pete Jenner, renowned manager of artists including Pink Floyd, T Rex, The Clash and still Billy Bragg kindly joined citizensound at the Venice Festival of Media. With a packed room of marketers, media agencies and media owners, he didn't disappoint. More on that later. He could only join us in Venice for the day, as he had to head back to London for the annual Awards bash for the Music Managers Forum. To his surprise, he was awarded with the special International manager award. Congratulations to Pete.

We are off to the inaugral Venice Festival of Media. Looking forward to this. Our friends at CSquared have put this massive event together to champion media creativity and innovation. Many of the major brands and media agencies will be there. We are running a panel session with guests Pete Jenner of Sincere Management and Gary McClarnan of Sparklestreet, with the aim to discuss how Brands can get involved with music in ways that benefit them, the artist and the fans too. Both Pete (Pink Floyd, The Clash, T Rex) and Gary (Mr Scruff) are renowned band managers, they play critical roles in strengthening the cause of the artist and manager, and have a strong views on ensuring the fans get a good deal. So it will be a great session. We will be aiming to record the session for a future podcast too…