Return of the Hustle: The Art of Marketing with Music

250 Pages·2016·0.91 MB·English

by  Eric Sheinkop (auth.)

Return of the Hustle
About the Author
A natural-born entrepreneur, Eric Sheinkop has been challenging
industry norms since the age of 16 when he set up his first music
company, Bandit Productions. Initially running the business from his
college dorm room, Bandit allowed Sheinkop to indulge his passion
for indie music by developing emerging artists, securing major label
deals, and negotiating lucrative TV commercial placements.
In 2008, after seeing the shifting tides that were shaking the founda-
tions of the industry, Sheinkop co-founded Music Dealers, a global
music licensing company that has paid out tens of millions of dollars
to independent artists whose music has helped some of the world’s
leading Fortune 100 companies drive real business value through
smart use of music in their marketing.
Since its launch, Music Dealers’ proprietary technology platform has
grown to become the largest global marketplace of emerging talent
for over 600 TV networks, brands, ad agencies and video game stu-
dios. The Music Dealers catalog houses music from over 20,000 artists,
living in 120 countries and is searchable by hundreds of meta-tags.
Sheinkop’s thought leadership in using music to drive business results
while also returning value to the music industry has made him a
sought-after consultant and adviser for brands, film, and TV compa-
nies, as well as a frequent speaker at music industry, marketing, and
technology conferences around the world.
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About the Author iii
Sheinkop has earned numerous accolades including recognition on
Billboard’s “30 under 30,” Crain’s “Tech 50,” and the University of
Wisconsin Madison’s “Entrepreneurial Achievement Award.” He was
named “Music Man of the 21st Century” by Crain’s Business.
As CEO of Music Dealers, Sheinkop broke new ground in music and
brand partnerships, including brokering a deal with The Coca-Cola
Company that secured Music Dealers as their global music partner
and earned Coca-Cola a minority stake in the company. Such achieve-
ments led to Music Dealers being named to Inc. Magazine’s “America’s
Fastest-Growing Privately Owned Companies” in 2015.
Sheinkop co-authored the acclaimed book, Hit Brands: How Music
Builds Value for the World’s Smartest Brands, published by Palgrave
Macmillan in 2013. Landing in the top 10% of  business  books
released by the publisher in 2014, Hit Brands is an essential guide to
marketers on how to strategically and effectively use music to drive
value for their business.
A native Chicagoan, Sheinkop is a passionate fisherman, skier, and
frequent global traveler. Of note, Sheinkop was awarded the honor
of running with the Olympic Torch for the Sochi Winter Olympics in
2012.

Return of the Hustle
The Art of Marketing with Music
Eric Sheinkop
© Eric Sheinkop 2016
Softcover reprint of the hardcover 1st edition 2016 978-1-137-58200-3
All rights reserved. No reproduction, copy or transmission of this
publication may be made without written permission.
No portion of this publication may be reproduced, copied or transmitted
save with written permission or in accordance with the provisions of the
Copyright, Designs and Patents Act 1988, or under the terms of any licence
permitting limited copying issued by the Copyright Licensing Agency,
Saffron House, 6–10 Kirby Street, London EC1N 8TS.
Any person who does any unauthorized act in relation to this publication
may be liable to criminal prosecution and civil claims for damages.
The author has asserted his right to be identified as the author of this work
in accordance with the Copyright, Designs and Patents Act 1988.
First published 2016 by
PALGRAVE MACMILLAN
Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited,
registered in England, company number 785998, of Houndmills, Basingstoke,
Hampshire RG21 6XS.
Palgrave Macmillan in the US is a division of St Martin’s Press LLC,
175 Fifth Avenue, New York, NY 10010.
Palgrave Macmillan is the global academic imprint of the above companies
and has companies and representatives throughout the world.
Palgrave® and Macmillan® are registered trademarks in the United States,
the United Kingdom, Europe and other countries.
ISBN 978-1-349-84508-8 ISBN 978-1-137-58202-7 (eBook)
DOI10.1007/978-1-137-58202-7
This book is printed on paper suitable for recycling and made from fully
managed and sustained forest sources. Logging, pulping and manufacturing
processes are expected to conform to the environmental regulations of the
country of origin.
A catalogue record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Names: Sheinkop, Eric.
Title: Return of the hustle : the art of marketing with music / Eric Sheinkop.
Description: New York : Palgrave Macmillan, 2015. | Includes index.
Identifiers: LCCN 2015040561
Subjects: LCSH: Music in advertising. | Branding (Marketing)
Classification: LCC ML3790 .S516 2015 | DDC 659.1/045578—dc23 LC
record available at http://lccn.loc.gov/2015040561
Typeset by MPS Limited, Chennai, India.
Contents
Acknowledgments ix
1 Introduction 1
2 The Marketing Power of Music 5
The Consumer Journey 7
Music Strategy 10
The Music Supervisor 17
The Music Industry 20
3 Brands 30
Coca-Cola Case Study 34
Moth & the Flame Artist Success Story 45
Airbnb Case Study 58
No Wyld Artist Success Story 65
DDB Chicago, Company Spotlight 71
Sonixphere, Company Spotlight 76
Spotify Branded Experiences Case Study (Part One) 86
Spotify Branded Experiences Case Study (Part Two) 91
4 Video Games 97
A Review of Today’s Video Games 102
Music Strategy and the Ten Core Audio Touchpoints 107
Top 5 Most Musically Engaging Games of E3 109
EA Sports Case Study 111
JDP Artist Success Story 123
Jason Michael Paul Productions, Inc.,
Company Spotlight 129
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viii Contents
5 Television 136
Music Supervision Today 144
Nashville’s Other Music Star 149
Shameless Syncs for a Sonic Identity 155
Dark, Sexy, & Bloody: The Music of True Blood 159
Power to the Indie Artist 166
The Vampire Diaries and Music for Millennials 172
6 Film 177
Trailer Music 181
Music That Attracts 185
Music That Immerses 193
Music That Extends 200
7 Conclusion 205
Interscope Records, Company Spotlight 205
Looking to the Future 212
Bibliography 219
Index 224
Acknowledgments
In advance, let me apologize for getting so emotional and long-
winded. I have some wonderful people in my life and I usually don’t
take the time to let them know it.
First, I must thank my incredible editor, researcher, and project man-
ager Zach Miller for always questioning and challenging me to prove
my wild theories and making sense of all my chaos. There’s no way
I would have finished this book without you.
A very big thank you to Brandon Smith, Josh Burke, Tim Lincoln,
Lyndsey Ager, Paul Sampson, Jessie LaBelle, and the incredible team
at Music Dealers who put in the hard work over the past eight years
to achieve impressive results. Without each and every one of you,
Music Dealers would not be the success that it is today. It is because
of you that I have the case studies featured in this book showcasing
the great work that you do every day to help clients achieve tangible
results through smart use of music. Your work has changed the future
for thousands of artists around the world. Thank you for believing in
the vision and taking it to the next level. We’ve been to war together
and we’ll always be family.
To all the artists from around the globe who I have worked with over
the years and who have entrusted me with their precious art, thank
you for letting me be a part of your journey. My days and nights are
fueled by your music.
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