How do musicians get endorsement deals?
Musicians get endorsement deals in Nigeria by building a strong personal brand, growing an engaged audience, proving influence and marketability, networking with brand decision-makers, and presenting a professional, results-oriented proposal. Endorsement deals are not automatic — they are earned through value and visibility.
This topic connects directly to how Nigerian artists make money overall, explained in my main guide:
How Musicians Make Money in Nigeria.
What exactly is a brand endorsement deal?
A brand endorsement deal is a partnership between an artist and a company where the artist promotes the company’s products or services in exchange for payment, perks, or both.
This could include:
- Advertising campaigns
- Social media posts
- Appearances at events
- Product placements
- Brand ambassador roles
The core of an endorsement deal is **value exchange** — companies want visibility and influence in your audience, and you want income and brand leverage.
Build visibility before endorsement deals come
No brand will invest in an artist no one has heard of. The first step is always visibility.
Ways to build visibility include:
- Consistently releasing music
- Growing your social media audience
- Creating high-quality visuals
- Collaborating with other artists
This ties back to streaming and how artists earn differently on different platforms, which I explained in
Why Nigerian artists earn differently on streaming platforms.
Know your audience and engagement
Brands don’t just look at how many followers you have — they look at how engaged your audience is.
Ask yourself:
- Do people comment and interact with your posts?
- Do your fans show up for you offline?
- Do your music and content spark real conversations?
High engagement signals influence — and influence is what brands pay for.
Build a professional image
Brands want artists who look like partners, not amateurs.
Your professional image includes:
- Consistent branding and visuals
- Professional EPK (Electronic Press Kit)
- Clear music credits and bio
- Active press coverage
If you can’t present yourself well on paper, brands will hesitate to invest.
Network with brand decision-makers
Endorsements don’t usually fall from the sky — relationships bring opportunities.
Ways to build real connections include:
- Attending industry events
- Reaching out to brand managers on LinkedIn
- Working with publicists
- Keeping good relationships with promoters
An endorsement deal very often begins with a conversation rather than a contract.
Create a compelling media kit
A **media kit** is your professional resume for brands.
It should include:
- Your bio
- Audience demographics
- Past achievements
- Social and streaming metrics
- Press coverage
Imagine being invited to pitch — your media kit should make the brand say “yes” before you even speak.
Show value with numbers and results
Brands want ROI (return on investment), not just popularity.
Some hard numbers brands look for include:
- Monthly listeners on Spotify
- Watch time on YouTube
- Engagement rates on TikTok or Instagram
- Previous concert attendance
This is part of a bigger picture — your streaming success can help you command higher endorsement deals.
Approach brands strategically
Many artists wait for brands to find them — that’s not how it works most of the time.
Instead, reach out with:
- A personalized pitch
- Why you fit their target audience
- What specific results you can deliver
Cold outreach works when it shows value, not when it sounds like a demand.
Leverage small partnerships first
If you’re an upcoming artist, don’t wait for big brands. Start with:
- Local businesses
- Event partners
- Smaller lifestyle brands
Smaller deals boost your portfolio and make it easier to attract bigger brands later.
Maintain long-term brand relationships
A one-time deal is good. A long-term relationship is lucrative.
If you deliver results, brands are more likely to:
- Renew contracts
- Offer bigger budgets
- Include you in larger campaigns
Consistency matters more than one viral moment.
Always negotiate professionally
Once a brand shows interest, negotiation begins.
Negotiation is not about ego — it’s about aligning value.
Know your worth, ask for performance bonuses, merchandise rights, and exclusivity terms that benefit you.
Understand common endorsement revenue models
Brands may pay in ways like:
- Flat fees
- Retainers
- Revenue shares
- Product exchanges plus cash
Knowing your options helps you negotiate better.
Why some Nigerian artists secure deals and others don’t
The artists who win endorsements are usually those who:
- Have strong audience identity
- Track results and analytics
- Present professionally
- Build relationships consistently
Deals are earned, not given.
How brand deals fit into the bigger income picture
Brand endorsements often pay more than streaming or shows alone.
When you combine:
- Streaming revenue
- Shows
- Concerts
- Brand deals
You build a sustainable career, not just a moment of fame.
This bigger structure is explained here:
How Musicians Make Money in Nigeria.
Final thoughts
Brand endorsements are not luck — they are strategy, preparation, and professional execution. If you want to earn from brands as a Nigerian artist, you must show value before expecting investment.
Stars are made in studios, but deals are earned in the marketplace.
