What Makes an Artist Endorsable Today?
It’s not just about chops—or even followers.
Second in a series. Subscribe to get more!
In the first article in this series, I asked a simple question: Do artist deals still deliver? (If you missed it, you can read that piece here.)
The short version? Yes—but only when both sides bring something real to the table.
Today, we’re flipping the lens to the artist side:
What actually makes an artist endorsable in today’s guitar-related industry?
Because it’s not always what people think.
The Myth of “Getting Discovered”
A lot of artists still see endorsements as a reward for talent.
“If I play well enough, someone will notice.”
“If I get this gig, the offers will come.”
“If I get enough likes, they’ll send me free gear.”
Sometimes that happens. But most of the time, it doesn’t—because companies don’t endorse talent. They invest in value.
Value is something I’ve talked a lot about over the years—and value means more than just good playing.
What Brands Are Actually Looking For
Most endorsement decisions are not made on stage—they’re made in spreadsheets, inboxes, and quiet conversations. Here’s what really matters:
Authenticity: Do you actually use the gear? Or are you just chasing the deal?
Consistency: Are you visible? Posting regularly? Performing or recording?
Alignment: Does your image, genre, or audience vibe with the brand’s identity?
Engagement: Do people listen to you? Care about what you share? Ask questions?
Professionalism: Are you clear, courteous, and easy to work with?
None of this is flashy. But it’s the foundation.
It’s Not About the Numbers (Exactly)
Follower count does get attention, for sure—but it’s not the deciding factor.
A smaller artist with a highly engaged audience can bring more ROI than someone with a huge but passive following. That’s why the concept of micro-endorsement has gained real traction—especially with boutique and niche brands who want genuine connection, not just exposure.
The Artist as a Partner
The most successful endorsements aren’t handouts. They’re partnerships.
The artist brings energy, visibility, and storytelling. The brand provides gear, credibility, and amplification. When both sides lean in, everyone wins.
That might mean:
Posting thoughtful content
Tagging the brand naturally, not just for attention
Creating demos, videos, or behind-the-scenes clips
Being a helpful voice when fans ask about your gear
If you want to be endorsed, think like a teammate—not just a recipient.
Intangibles That Matter More Than You Think
Endorsable artists usually have at least one or more of these:
A compelling story
A clear sense of purpose or mission
A unique sound or voice
A way of connecting with people
A reputation for being solid, honest, and supportive
Not necessarily flashy stuff. But it resonates—especially with brands that care about who represents them.
Final Thought: Are You Endorsable?
You don’t need a Grammy, a headline tour, or 100K followers.
But you do need to stand for something, do something, or inspire someone.
And you need to do it consistently.
That’s what makes you endorsable.
That’s what brands notice.
And that’s what we’ll keep exploring in this series.
As always, I want to hear your thoughts. Feel free to chime in.
New for GBW Paid Subscribers:
You can now get the new Artist Endorsement Readiness Checklist—a printable tool to help you evaluate where you stand and what to work on.
👉 Get It Here!
Great stuff Jeffrey!