Three ways Michaelwelshprods get brands to license a track.

Original MastersAre Recordings/tracks produced by a popular artist getting enough sales/ downloads, it usually is the first recording of a particular song partly or entirely written by a performer, singer, or band members. It may have various popular versions. However, others took inspiration from this track. Since ad campaigns have certain status and authenticity to themselves it relies on the artist's fame while licensing an “original” master recording advertising. The price of which is determined by the owner of the track. Licensing famous recordings demands its owner/ artists be implied with the endorsement requiring brands to develop a partnership with an artist (formal agreement with their label, agent, managers, outlining all the deliverables and expectations between parties). Further requiring brands to consider the lead singer of the track since using the track for commercial purposes can be prohibited if the lead is not included. This is equally important in instrumental tracks too. 

Bespoke Re-RecordsIs used when brands are exploring making a custom recording with an original artist or in most cases, any other celebrity who wasn't associated with the original recording. Usually, artists would record an original track or make a track they always wanted to make for the brand. That requires considering factors like recordings made by the artist, (regardless of who's the sponsor) the track belongs to the artist’s label (requires master license). Therefore, we suggest the preparation of a new version of the same song. Since only 30 seconds of the track is used for the ad, therefore we suggest brands prepare the track that is not more than 30 seconds. While brands may choose to only produce the track for 30 seconds alone or for three minutes.

Covers are those tracks where artists, record an existing song by adding their unique impression in the track. Mostly covers give a tribute to some known recording. Today it has become the greatest asset in campaigns, especially if the covers are recent. Using covers is the thing to do. Brands must take into account that many songwriters won't grant publishing rights unless their original recording is used or if they are paid higher. It is then in the hands of the brand whether or not to make a cover of that song.

At Michaelwelshprods.com we have experienced music supervisors coordinating all the moving parts of the project, i.e. artist deals, label agreements, music producer/arranger deals, musician contractor, and course of the agreements. Our music supervisors are well experienced in guiding you along the way for licensing a track suitable for your ad campaigns.