Sponsorship is no longer the uncool option

Sponsorship is growing in importance in the music industry, as artists and executives look for ways to maximise their revenue from non-record sales.

While sponsorship may once have been seen as being against the spirit of rock'n'roll, it is now customary for major bands to have a backer for their stadium tours - such as the deal which saw Ameriquest Mortgage Company endorse a recent Rolling Stones tour.

However, acts yet to reach the stadium level of success can also benefit from linking up with brands - something which will bring an immediate financial reward and allow them to utilise the expertise of the company's marketers.

Major businesses are increasingly keen to sponsor musicians, as marketers have identified that being associated with cool acts can help them reach out to a younger demographic.

Heineken sponsored a recent US tour by Tiesto and supported the endorsement by running text-to-win competitions giving fans the opportunity to meet the Dutch DJ.

The brewer said the deal was an ideal fit as Tiesto's fans shared its passion for "world-class music and premium lifestyle experiences".

Similarly, The Young Punx were sponsored by brewer Warsteiner on a recent trip that saw them perform in clubs in Germany.

In addition to the direct financial backing they received, The Young Punx were able to attract a host of new German fans to their Facebook page during the sponsorship.

Singer Hal Ritson told the BBC: "That's a fanbase that came through one year without us maybe selling many records, but with many, many people hearing our music. And we got paid, so everyone's happy."

Product category: Electronic musical instruments