The document discusses key questions to ask before entering into a brand partnership deal involving music. It suggests exploring whether both parties have clear and realistic commercial objectives, whether the artist and their music are a good fit for the brand, and whether all required rights and approvals from music rights owners have been properly identified and negotiated. The document emphasizes making sure objectives, metrics for success, costs, fees, rights, and approvals are fully disclosed, debated and agreed upon upfront to avoid potential conflicts down the line. It concludes by questioning whether all parties will still be happy to proceed once all questions have been answered.

1. Brand Discovery “How to get these deals away and where they fall over”

2. MODERATOR Cliff Fluet Partner, Lewissilkin Media, Brand & Technology cliff.fluet@lewissilkin.com @Fflic SPEAKER Richard Kirstein Partner, Resilient Music LLP Music Procurement Consultant richard@resilientmusic.com @resilientmusic

3. “By failing to prepare, you are preparing to fail” Dr Benjamin Franklin (1706-1790) Founding Father, United States of America

4. Have you asked the right questions? (both of yourself and your potential partner)

6. Are these realistic?

7. Have you explored the market properly and have sound reasons for choosing this partner?

8. Have your objectives been fully disclosed, debated and agreed with the partner upfront?

9. Was there an honest exploration of possible conflict issues rather than the usual love-fest?

10. Was a process map (decision tree) created to visualize how the relationship would work?

11. Cliché question: “What does success look like?” – Who defines KPIs?

12. What are the metrics for success? Profit, Awareness, Market Share, Social Media Stats?

13. Has a proper post-project review been built into the process?

14. What happens if specific KPIs aren’t met? Penalties? Refunds?

16. Is there robust evidence to support a strong fit in values between artist & brand?

17. Is there robust evidence to support a strong fit in values between artist fan-base & brand?

18. Have the artist deliverables been clearly defined? Both must-haves & nice-to-haves?

19. Who really controls the artist? Manager or label?

20. Is 360 deal mission-creep a problem? i.e. will label claim to have rights they do not?

22. Have the correct rights owners been properly identified?

23. Are these more than just label & publisher? e.g. collection societies, performers’ unions

24. Has the manager offered reassurances that aren’t his or hers to give?

25. Have all stakeholders been invited to the table from the outset?

26. Have the required usage rights been clearly defined?

27. Can usage be differentiated into must-haves & nice-to-haves?

28. Have options to extend term, territory & media been included in the deal?