Dutch Music Export Marketing Regulation
Marketing budgets often fall short with international release campaigns. Marketing budgets provided by labels are often very limited, and artists are increasingly releasing their music independently. This means that the budgets and planning for marketing activities need to be covered more and more by artists and their representation themselves. This requires funding. It is precisely for this reason that DME created the marketing regulation in 2017. The subsidy is based on the so-called matching principle, meaning that 50% of the campaign budget is covered by the artists and their teams. The other half is then ‘matched’ by the DME marketing subsidy. The minimum amount that can be applied for is 5.000,- Euro with a maximum of 20.000,- Euro. Only one application per artist per year is allowed. The regulation is only applicable for the release of an album, EP and/or multiple singles.
One can apply for the marketing regulation prior to the start of the campaign, so before the activities and expenses for the campaign have started. This means the marketing regulation cannot be applied retroactively. To be eligible for an application, the artist must in any case meet the following requirements:
Criteria marketing regulation per 2021
- A realistic and market-oriented plan.
- A provable substantial international demand for the act:
- At least 25% of the monthly streams need to be internationally
- The targeted country or countries for the campaign need to be at least in the top 10 most streamed countries
- The Dutch nationality of the artist and a good quantity of Dutch copyrights
- A sufficient professional team consisting of international and local (financially) involved partners
- Booker or agent
- Label or distributor
- PR- or marketing-agency
- Publisher or sync-agent\
Find an overview of the application proces here. One can apply via the website by filling in the application form and uploading the 3 required attachments:
The budget may only contain marketing-related expenses, which eliminates costs for travel and accommodation and fees for artists and crew. Product-related costs are also not allowed (recording costs, mix costs, mastering, artwork, website). The marketing regulation is explicitly not intended for tour support or marketing of tours. You can apply for toursupport at Dutch Performing Arts here.
50% of the subsidy will be paid as an advance when the application is approved. The second half will be paid when the campaign is finalised appropriately (more info later on this page).
Sums provided through this scheme are supplied to focus countries selected by Dutch Export policy. Find an overview of focus-countries below. With regards to the streaming figures, in addition to the aforementioned required percentages the total amount of (monthly) streams is also taken into account.
Applicants get a response within 6 weeks. It is not possible to object to a decision.
Required data assets
When a marketing regulation application is approved, the applicant agrees to the provision of data assets for the monitoring of the results. The applicant must submit the data-sheet every six months - each time within 90 days after June 30th and December 31st - which provides insight into the artists’ development in terms of: live shows, streaming figures, social media followers and syncs.
The first data-sheet must be submitted as part of the application, and covers the period of the calendar year prior to the application. The final data sheet needs to be submitted six months after the end of the campaign. Without the provision of data, it is not possible to approve a new applications, or finalise granted applications.
Find the requested data-sheet here.
Finalising an application
After the campaign one can finalise the application and request the 2nd half of the subsidiary by providing DME with the following documents:
- evaluation of the activities: did you manage to execute all the initiated activities for the campaign?
- Has the campaign led to predefined goals? Why yes / no?
- factual breakdown of results: streaming numbers, physical sales, media coverage, shows etc.
- What now? Further steps…
Overview of actual costs in regards to initial budget:
Take the budget sheet you provided with the original marketing application. Insert an extra row of cells behind the budgeted expenses, and fill in the actual costs you made for the specific activity. This way the budgeted costs and actual costs are listed side by side in one overview.
Invoices overview sheet
Fill in the costs & invoices overview sheet. Save this sheet as a pdf, and add all the necessary invoices in the same order as listed in the costing overview sheet, so it becomes a single pdf file.
Download the invoices overview sheet here.