Every label promises a massive marketing push, but few put real numbers in the contract. Verbal promises of playlist campaigns, press blitzes, and radio promotion mean nothing without written commitments. If the marketing plan is not in the agreement with dollar amounts attached, assume it does not exist and plan your own campaign accordingly.
The classic move is the vague best efforts clause, where the label promises to use its best efforts to market your record. In practice, best efforts means whatever effort they feel like that quarter. Push for specific commitments instead: minimum marketing spend, named campaign elements, and timelines tied to your release date. Specifics are enforceable, vibes are not.
Watch for the gap between the signing pitch and the release reality. The team that courted you is often not the team that works your record eighteen months later. Get your key marketing contacts named in the deal or attached as a side letter, and negotiate approval rights over the marketing plan so you can see exactly what is being spent and where.
Protect yourself with consequences for non-performance. If the label fails to spend the committed marketing budget, you should get the right to spend it yourself and recoup it, or the right to terminate the marketing provisions. A marketing commitment without a remedy is just a compliment. Get the promise, the number, and the penalty in writing.
Hold your label accountable with the same energy they use to hold you accountable for delivery. Request the marketing reports, question the spend, and demand the receipts. You are not being difficult, you are being a professional. The artists who manage their labels are the ones whose records actually get worked.
About the Author – Ruben Burgos: Ruben Burgos brings over 25 years of music expertise and more than 15 years of model guidance to the table. He is the indie major pinnacle to retaining credits for musicians and helping them navigate this wicked industry without the fuckery.