Agency Cd Scenario Leave Behind

Ian Sohn, Founder
AgencyCD: Where Madison Avenue Meets the Music Business
917-769-6444 ian@agencycd.com

Beyond the :30 Commercial
IMAGINE your brand as the focal point of a music video for a rising rap star!
IMAGINE your brand having the endorsement of the hottest new country crooner!
IMAGINE your brand introducing college kids to the next Coldplay or Dave Matthews!

If you work with the following product categories . . .
• Video Games (consoles and games) • Auto
• Beer • Travel
• Alcohol • Tobacco
• Fast Food • Fashion
• Credit Cards • Credit Cards
• Consumer Electronics (cameras, digital music
players, cell phones)

. . . then you’ve looked beyond the :30 spot to reach audiences that faces more choices
in media consumption than ever. You are eager to experiment with new vehicles – as
long as your brand’s message is consistent with other initiatives, and there is a positive
ROI.

Ian Sohn, Founder

Where to Find Effective, Affordable & Exciting Opportunities?

There is no single repository for innovative ideas. This is still relatively uncharted
territory, with myriad opportunities – in fact many are yet to be discovered.
Questions you face:

• Who do I trust?
• Who understands my business objectives?
• Who has access to these opportunities?
• Who has the time and resources to devote to these pursuits?

That’s where Ian Sohn and AgencyCD come in. Ian has worked in Entertainment & Media
marketing, new media, PR and business development for nearly a decade. He’s worked on
the client (Sony Music) and agency sides. Ian also holds an MBA from NYU. In August
of 2003, he put his experience to work by starting AgencyCD.

AgencyCD is Where Madison Avenue Meets the Music Business

Ian Sohn, Founder

AgencyCD Will Get Your Brand Involved With the Hottest Developing Bands

The right brand associated with the right band can be an incredibly powerful
promotional vehicle for both parties. Now is the time to take advantage of opportunities
in the music industry:

Record Labels in Need of Support for
= their Developing Bands
(Shrinking Record Sales (Developing Bands Get
from Superstar Acts) Budgets Slashed)

AgencyCD facilitates relationships between "developing" bands and brand marketers. I
define viable “developing” as those who are signed to major labels, have albums
coming out in the next 6 months, are receiving major support (attention, $) from their
label, etc. In short, these are artists destined for success.
Developing artists are attractive because they are:
• Authentic – Popularity hasn’t peaked, and consumers want to be a part of the “discovery” process.
• Affordable – Less $ than a superstar act.
• Available – They need your support, so you have the leverage.

Ian Sohn, Founder

2 Ways to Take Advantage of AgencyCD*

1. The AgencyCD yearly subscription service:
• AgencyCD Quarterly Samplers: Every quarter you will receive four compilations –
broken down by musical genre – featuring the hottest developing artists signed to major
record labels. Each CD is accompanied by a bio, photo and marketing information for
each artist featured the CD. Sample compilation available upon request.
• Unlimited Consulting Services

Or . . .

2. You can contract AgencyCD on a project basis

*Pricing available upon request

Ian Sohn, Founder

Relationships to Consider & Next Steps

There are a number of ways to forge relationships between bands and brands – some have yet to be
conceived. The financial terms and details will be unique to every deal depending on the brand, the band
and the particular relationship.

The value of every relationship should be measured by the same terms as your other campaigns, be it
CPM, Direct Response rates, branding effect, etc.

Here are some theoretical scenarios (all $ figures are hypothetical) – but the possibilities are endless . . .

Think about how they apply to your brand. In fact, use your imagination to think beyond them.

Call or email Ian Sohn at 917/769-6444 or ian@agencycd.com.

Ian Sohn, Founder

Idea #1: Product Placement in a Music Video
Benefits:
• Brand association with an exciting new artist, and lifestyle
• Media value every time the video is aired
• Brand becomes associated with the “discovery” of the artist
• Creative control over the video production
• Great PR story
The video game console brand understands that music and video games have become inextricably tied. At the
same time, a record label is preparing a marketing campaign for a hip-hop artist who they believe has the talent and
charisma to be a breakout hit. The label has $150K* video production budget, which is enough to make a
serviceable but not spectacular video. But for $200K* the label could make a great video. If the console maker
pitches in the additional $50K*, it could be featured as a focal point the video.

But think even bigger! No one understands the marketing and branding of this particular console better than the
brand’s advertising agency. What if the agency were given creative control of the video – the treatment, the
production and the direction? It can happen if the brand is willing to pitch in an additional $150K* towards the
production budget. Now we are talking branded entertainment. For $150K* – a fraction of the production
budget for most ads – your brand it getting to produce a 4 minute commercial. Each situation is unique, and
it’s not likely to happen with a superstar act. But it’s certainly possible with a band in need of marketing support
and in the early stages of their development. The level of creative control will be tied to the level of financial
commitment.

AgencyCD can help you source these opportunities, get involved in the negotiation process and advise you on how
to structure the deal so that you get the maximum value.

Ian Sohn, Founder
917-769-6444 ian@agencycd.com *All $ figures hypothetical

Idea #2: The Artist as a “Pitch Man”
Benefits:
• Charismatic (as most performers are) product spokesperson
• Celebrity pitch-man

The car company is launching a lower-cost version of its biggest selling model, aimed at a younger
consumer. Your market research indicates that Kid Rock is the musical artist most beloved by your
target consumer – and if he was associated with the car, they would more likely entertain buying it. But
Kid Rock is a superstar, and comes with a superstar price tag – there simply isn’t budget.

But what if a similar artist (similar genre, look, image) had a song that had just begun to get radio play,
a video on VH-1 and a grassroots fan-base growing by the hour? Wouldn’t that be worth considering?
The artist has street credibility, comes at a discounted rate and won’t demand a 30 ft. trailer on the
commercial shoot. If the commercial goes well and response is positive, you can look at extending the
relationship to tour sponsorship and more.

AgencyCD has the insights and relationships with artist management and record labels to find you the
best possible fit (did you know that in this case, you would want to deal directly with management
and bypass the label? Those are the kinds of insights AgencyCD brings to the table). AgencyCD
will source a number of artists and present our findings. Once we narrow down the field, we can help
arrange for meetings and further discussions with the artists and their representatives. You don’t have the
time, the resources or the contacts to find these artists, but AgencyCD does.

Ian Sohn, Founder

Idea #3: Branded CD Compilation
Benefits:
• Exciting branded promotional item
• Can be multi-purposed
• Your brand introduces consumers to the stars of tomorrow

The credit card company has a new ad campaign targeted to a younger audience featuring the slogan:
Discover the Opportunities. The company is utilizing means like tabling on college campuses, MTV2
spots and direct email.

Imagine extending that reach with a branded CD compilation featuring the hottest up-and-coming
“Jam” bands? Credit Card X: Discover the Music.

The CD could be distributed on campuses, via direct mail and at live events in different markets. The
Credit Card’s brand would get exposure to the young audience via a media vehicle that entertains at the
same time. Who knows – eventually you might sponsor a concert tour for new artists; make a deal to
polybag the CD in a popular magazine’s annual music issue; or feature the artists in a 10 page
advertorial in the same magazine.

But there are thousands of artists to choose from – how do you find the ones that best fit your needs?
AgencyCD has access to all record labels, and serves as an expert filter so that you get the best songs
for your project. AgencyCD can also help clear the licensing. Finally, AgencyCD can also consult on
the best ways to distribute the CD.

Ian Sohn, Founder

Idea #4: Licensing a Track for a Broadcast Ad
Benefits:
• Get consumers talking about the music
• Complement your creative with great music
• Less expensive than a Rolling Stones song!

This is the most straightforward example:
*A Google search for:
Shampoo is a commodity. “song in garnier fructis commercial” returns 173 hits.
Shampoo + Punk Rock is a lifestyle.*
YES, consumers are talking to each other about music
in commercials!

AgencyCD can source music for broadcast ads based on a variety of criteria:
– By genre
– Sounds like X, but doesn’t cost as much
– Specific lyrics that fit the creative

Ian Sohn, Founder

Idea #5: Tour Sponsorship
Benefits:
• Brand association with an exciting new artists, and lifestyle
• Media value from promoters’ efforts in local markets (i.e. TV, Radio, Print)
• Your brand introduces consumers to the stars of tomorrow
• Introduce the Brand to new audiences

You have been tasked with promoting a new line of cell phones to the tastemaker crowd in 20
markets throughout the United States. One of the challenges is aggregating enough consumers in
each market to make your efforts viable.

Well, head down to the Engine Room in Houston when a hot band comes to town. Tastemakers
galore! Your brand’s presence as a tour sponsor gets you access to these consumers – not only at
the concert, but in the pre-promotion of the event on TV, the radio, in newspapers and online.

With some creativity and strategic thinking, you can extend the value of the sponsorship with
contests, VIP access for your important customers, PR efforts, etc.

AgencyCD has access to management and labels, and will negotiate deal points on your behalf
to you get the best value for your dollar.

Ian Sohn, Founder

Agency Cd Scenario Leave Behind

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