Mentor Patrick Cloherty at Slash
Patrick Cloherty will be with us at Slash on the 22nd of Nov. in the international panel about «Can music and brands form a real partnership ? ». Being also a mentor for one of the musicians in the music incubator for the last year, we are very excited to have him with us for Slash !
1) Can you tell us a bit about “Sentric Music”?
Founded in 2006, Sentric Music has grown rapidly to become a global, award-winning independent publisher empowering both emerging and established acts. Artists registered with Sentric’s industry pioneering, transparent 28-day publishing contract allows writers to retain control of their copyrights and tap into a powerful, international, infrastructure including direct royalty collection and sync services. Sentric Music now represents more than a million works and over one hundred and fifty thousand songwriters worldwide.
2) What do you do as “Senior Music Catalogue Manager”?
I represent the publishing and sync rights for record labels and management companies. This means I work with an incredibly diverse music range and its down to me to control the pitching and licensing of sub-published clients such as Toolroom Records, Modern Sky, Holy Roar Records, Full Cycle Records and Heroic Records. My job is to proactively pitch these catalogues to TV producers, advertisement agencies, music supervisors and film/gaming clients.
Within advertising I’ve licensed our catalogue to numerous sync placements for brands such as Adidas, Mercedes Benz, Ford, Dolce & Gabbana, Lee Jeans, Now TV, Corona, Halifax & Johnnie Walker to name a few.
3) What is your thought on when it comes to creating a true partnership between a musician and a brand from which both sides can benefit?
Its essential that both parties can benefit from a sync placement. Anything we license is always discussed at length with the writers involved to make sure that they’re happy with the brand & deal involved. The benefit from an artists side is mainly a combination of money and promotion. Synchronisation is a really valuable area of the music industry, one of which has become ever more important with other areas of the industry shrinking (making it much more competitive), but it can be extremely rewarding when the right deal lands.
A deal can often be the moment a musician is able to quit other jobs and do music full time. Plus the added promotion of their music being featured multiple times across different media is great to gather new fans. For the brand it gives them access to a targeted fanbase. A lot for brands now realise the power they have with the ability to provide substantial budgets to musicians, so they’re looking to capitalise on this and are introducing more direct marketing such as artists sharing products on social media to have access to a targeted fanbase. The best deals means everyone wins with a brand gaining access to fantastic music to help promote a message/product and the artists benefitting from the income & exposure.