Marketing and Promotion Support

 

Funding under the music:LX marketing support can be used towards a variety of activities in the marketing and promotion of an export-ready product, from an international tour, to the promotion of a single or album release. The aim of this support is not to fund the creation of the artist’s image or content (music videos/videography, photography, merch) rather its purpose is to aid in the export of finished products and to encourage the growth and recognition of an artist abroad through international mediums and creative marketing channels.

This initiative is available to all three levels of artists as detailed below however applications with a strong artist development plan will be favoured.

Applicants for the Marketing & Promotion Support are eligible to receive up to 80% of their total eligible budget.


Eligible costs:

  • PR services
  • Digital marketing and promotion for an export-ready product (community management services, social media campaigns, etc)
  • Advertising for an export-ready product. Examples include : Print ads, Radio ads, Google / YouTube ads, Banners, Trade publications
  • Playlist Plugger
  • Radio Plugger


Ineligible costs:

  • Promotional CDs, Vinyl press, merch
  • Print (Flyers, posters…)
  • Merch
  • Hired photographers, graphic designer
  • Video Production
  • Marketing subscriptions (Chartmetric, Linkfire, Show.co, Soundcharts, etc)

 

Who can apply?

music:LX’s support is open only to artists:

  • with a Luxembourgish citizenship,
  • and/or that have a residency in Luxembourg, 
  • and/or that are firmly anchored in the local music scene. 

Applicants may be the artists themselves or a local/international entourage working with an act represented by music:LX. The three categories of support eligible for Marketing & Promotion Support are :

  • Established artists
  • Breakthrough artists
  • Emerging artists


When should you submit your project?

Any initial requests for marketing and promotion should be sent a minimum of two months in advance of the project start. Exceptions can be made if last-minute opportunities come about, but we’ve set this deadline in order to ensure a proper strategy and lead-time is in place. Should you not inform us before the two-month deadline, music: LX reserves the right to decline any initial request for funding or support.

For exceptions to this rule, please email your respective project manager for approval:

Laura Varache for the jazz/world department
Zach Glavan for the pop/rock/electro/R&B/Hip Hop department
Stephanie Schulze for the classical/contemporary department

 

How should you send in your initial application?

Fill in the initial application form here. In this form, you will be asked to write about your career development plan, a detailed marketing plan as well as an estimated budget. Every application for support should be approached thoughtfully. Please review the descriptions of each of the core documents required for the application below.  
 

THE NAME OF THE BAND / ARTIST : Including bio, assets, links, contacts, etc.

YOUR PROFESIONNAL PARTNERS : Management, Label, Booking, Publisher, etc.

RELEVANT CONTACT DETAILS FOR THIS SUPPORT : PR, Community Manager, Radio or Streaming Plugger, etc

MARKETING PLAN (Audience & Territories) : What steps will you be taking to generate new fans, engage with current fans, and increase merch, streaming numbers and ticket sales?  Is this in support of an album, single, tour or festival?  Describe the overall demographic of your fans (their age, gender, location, interests, etc).  Have you promoted your music or tour to this demographic before? What are the territories you plan to build upon?  Is this a market you’ve targeted before or a new territory that makes sense at this stage in your career?  What are the projected results you expect from these efforts?

CAREER DEVELOPMENT PLAN : In 2000 characters or more, detail where you are in your career and provide an overall strategy / plan for growth in the coming year (or years). Describe your challenges, ambitions, and where you hope to be at the end of the calendar year. Also describe how the requested activity (marketing, touring, showcase, PR, etc.) will contribute to your overall strategy and how it will help you achieve your artist goals.

TIMELINE : Provide a detailed timeline for the rollout of the project in question. Is this in support of an album or single? How far in advance of the activity will the planning and setup take place?

GLOBAL BUDGET ESTIMATION : Estimate how much you’ll spend on this showcase initiative. Include all spends, regardless of whether you hope to subsidise them with music:LX. Any initial applications for funding must also declare other public funding received or expected to be received toward the same project (including music:LX, FOCUNA, Ministry of Culture, Oeuvre Grande-Duchesse Charlotte and Royalties). Spreadsheet is preferred.

Download the Global Budget Template!
 

 

Conditions for Funding.  What are the next steps?

Your application will be analyzed by music:LX as soon as possible to determine the relevance and feasibility of the project, whether or not to support, and if so, the amount awarded.

Once your application has been approved, you must compile and organize all invoices and receipts incurred throughout the duration of the campaign as a condition of funding.  No costs will be counted without proof of receipt and generally, eligible costs must be incurred after the application has been submitted.  music:LX reserves the right to remove any ineligible expenses from your final cost report. The final amount granted may be reduced in the event of any changes from the initial budget and only after the final refund request has been analyzed.

It is mandatory to include the music:LX logo and acknowledgement on each communication and marketing medium used to promote the project as well as any material sent to the press. (download the logo here).

Moreover, if any other request for subsidy or grants is already made or granted (Ministry of Culture, FOCUNA, private sponsors or other institutions) it is mandatory to mention it to music:LX in your Global Budget Estimation.