Brand Deals Don’t Start in the DMs—They Start in Your Content

In a recent episode of The Music Entrepreneur Club podcast, hosts Dame, Aaron, and Pain explored how modern artists are securing brand deals by creating high-quality, self-initiated content. Rather than waiting for brands to come calling, emerging creatives are flipping the script—building relationships through intentional storytelling and a business-first mindset.

The conversation centered on creators like the Williams twins, who filmed and edited a Vans-style commercial without the brand's involvement. Their work eventually drew engagement from Vans itself, reinforcing the idea that compelling content can initiate partnerships. Hosts emphasized that the most successful brand plays often begin without permission—but with purpose.

They discussed how artists and creatives who love a brand should showcase that love through content, not wait on approval. By producing work that mirrors the brand’s identity, creators increase their chances of being noticed and, eventually, paid. In the digital era, consistency and value often speak louder than a cold DM or a media kit alone.

The Patience Game: Playing the Long Strategy

One recurring theme was the long tail of brand relationships. Dame explained that brands, especially major ones like Nike or Adidas, rarely move quickly. Many partnerships begin with soft engagement—likes, comments, follows—and evolve through years of content alignment and communication.

Aaron shared the example of a shooter who began filming mock commercials for brands like Reebok simply because he loved their aesthetic. Though unpaid initially, his persistence eventually opened doors to real work with music artists and big names like Nike. She noted that building a portfolio with unsolicited but excellent brand-style content isn’t wasted effort—it becomes leverage.

The podcast underscored that the real value lies in being visible and strategic. If creators can authentically connect their art or persona to a brand’s image, then the pitch becomes more about mutual benefit than sponsorship. This approach shifts the power dynamic in favor of the creator, allowing for better terms down the line.

Platform First: How Content Fuels Deal Flow

Dame brought up a critical factor: content precedes connection. One viral moment can’t sustain a career, but consistent content can turn a creator into a full-time entrepreneur. They pointed to content creators like Arya at Home, who built a massive following through music-based videos and now monetizes across platforms like Instagram, YouTube, and Twitch.

Arya’s consistent use of his talents in public spaces—playing live instruments, building beats on the spot, and engaging his audience—helped him cross the threshold from beatmaker to brand-worthy creator. Even without massive streaming numbers, his viewership and engagement make him a prime candidate for partnerships with plugin companies, production tech platforms, and beyond.

In this model, artists aren’t selling songs—they’re selling identity, access, and alignment. Content becomes the commercial, and the brand becomes the investor. The lesson? Talent still matters, but visibility matters more.

Shock vs. Substance: Navigating Viral Risks

The episode didn’t shy away from addressing the downsides of chasing brand deals through content. Pain and Dame debated the ethics and effectiveness of tactics like handing out iPhones full of beats to celebrities—a stunt that generated virality but questioned long-term credibility.

They compared this strategy to creators like Arya, who leads with visible talent. While spectacle may grab headlines, skill and authenticity sustain careers. Dame argued that shock value content often gets creators labeled and limited, unless it’s backed by a strong skillset that’s clearly demonstrated elsewhere.

The takeaway was clear: if your content strategy leans toward virality, make sure what you're ultimately known for is something you’re proud of. Otherwise, you're trading short-term attention for long-term misalignment—and potentially missing out on deals that fit who you are.

Building a Brand, Not Just a Moment

Aaron emphasized that creators should approach brand deals with the same rigor they apply to their art. She explained how her own production company has been creating unpaid content for brands they admire, and then using those polished assets as part of a pitch process. This approach isn’t just hustle—it’s business strategy.

The hosts also highlighted examples from their personal networks. One graphic designer started by redesigning NBA team jerseys for fun and posting them online. That led to working with Damian Lillard’s team, shooting behind-the-scenes content, and eventually fielding opportunities from major outlets like Kev On Stage’s production team.

For creators, the message was empowering: you don’t need permission to start. But you do need a plan to finish. Plant the seed with intention, grow your audience with value, and only then harvest the deal.

Brand Alignment: What Companies Actually Want

According to the hosts, the brands that do pay attention are looking for more than just numbers—they’re scanning for alignment. Does this artist’s content fit our tone? Do they move people? Are they building a community?

Aaron shared how platforms like Too Lost, which sponsors the podcast, provide infrastructure but not magic. They offer broad distribution and analytics, but it’s still up to the artist to build their ecosystem. Similarly, brand deals don’t materialize because you ask—they happen because you’ve built something worth buying into.

Pain reiterated that artists often limit themselves by focusing only on music as their income stream. By diversifying into teaching, YouTube, consulting, and content creation, he created multiple revenue avenues without straying far from music. In doing so, he became a better candidate for authentic partnerships.

Owning Your Story, Owning Your Value

The final note of the episode encouraged creators to be intentional about how they present themselves. Whether you’re into fashion, sports, anime, or other cultural verticals—lean into it. Brands notice when creators bring multidimensional value.

The crew urged artists not to get stuck in the “music-only” mindset. Instead, they advocated for world-building—taking all your interests and merging them into a singular creative identity. In doing so, the content naturally speaks to multiple audiences, including brands.

Ultimately, the consensus was that the best brand deals don’t come from outreach—they come from output. When creators show who they are, align with the right audiences, and consistently deliver value, the right brands take notice.

As Dame put it, “You want attention—but are you ready for it?” That readiness comes from preparation, practice, and purpose. In today’s music business, your brand is your business card, and your content is the pitch deck. It’s not just about going viral—it’s about going forward with a plan.