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What's an Endorsement
(and how do I get 'em)?

©1997, Jon "Bermuda" Schwartz, updated 1/21/02

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WHAT IS AN ENDORSEMENT?

For the purposes of this FAQ, an endorsement is defined as the expressed or implied recommendation, by a popular and/or well-respected drummer, of a particular manufacturer's product, product line, or service(s).

WHAT IS ITS PURPOSE?

Endorsements are designed to increase product or brand-name awareness (and ultimately, sales) through the use of a familiar spokesperson.

IS THE DRUMMER THE ENDORSER, OR THE ENDORSEE?

These terms are often used interchangeably. To be accurate, the drummer is the endorser, since it is the drummer who does the "endorsing" of the manufacturer's product. The manufacturer would therefore be considered the endorsee, although that's a seldom-used reference.

WHO CAN GET AN ENDORSEMENT AGREEMENT?

Any drummer who has good exposure to the manufacturer's target buyers, either as a personality or through their artist affiliation, is a candidate for an endorsement agreement.

WHAT ARE THE BENEFITS TO THE ENDORSER?

In exchange for the drummer's endorsement, the drummer can expect "consideration" in the form of discounts on the product endorsed (and possibly on other products from the manufacturer). Based on the level of exposure the drummer can provide, the agreement may include free product, however there is generally a limit to the amount and frequency of such consideration. Other agreements may include exchanging old product for new, and in some instances, product is simply loaned as necessary. High-profile drummers may be compensated in addition to product consideration. The specific product may also govern the consideration. That is, a drummer is more likely to get free sticks from a stick manufacturer, than to get free drums from a drum manufacturer. The amount and type of consideration is usually proportionate to the marketing value of the endorser to the manufacturer.

Another valuable benefit is the "support" offered by the manufacturer. An endorser will enjoy better pricing, and usually faster service than at almost any retail store. This is especially important for the traveling drummer, where needed product may be unavailable in local stores.

The drummer may also have their name and/or photo used in the manufacturer's product literature and advertising campaigns.

Occasionally, the drummer may be involved with R&D (research and development) regarding the manufacturer's products, and may become an integral part of the manufacturing process.

 

 

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