MARKETING BUDGETS
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 Budgets 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 approved application per artist is allowed every two years and may only be submitted for the release of an album, EP, 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. The Marketing budgest regulation must be completed within 12 months from the approval date, based on the submission of a final account and a thorough analysis of the achieved results.
Applications Q1, 2024
It's not possible anymore to submit a Marketing Budgets application for Q1 2024.
Applications Q2, 2024
It's not possible anymore to submit a Marketing Budgets application for Q2 2024.
Applications Q3, 2024
It's not possible anymore to submit a Marketing Budgets application for Q3 2024.
Applications Q4, 2024
It's not possible anymore to submit a Marketing Budgets application for Q4 2024.
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 Budgets 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 approved application per artist is allowed every two years and may only be submitted for the release of an album, EP, 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. The Marketing budgest regulation must be completed within 12 months from the approval date, based on the submission of a final account and a thorough analysis of the achieved results.
Applications Q1, 2024
It's not possible anymore to submit a Marketing Budgets application for Q1 2024.
Applications Q2, 2024
It's not possible anymore to submit a Marketing Budgets application for Q2 2024.
Applications Q3, 2024
If you are planning to submit a Marketing Budgets application for Q3 2024, please do so by no later than June 1, 2024.
Applications Q4, 2024
If you are planning to submit a Marketing Budgets application for Q4 2024, please do so by no later than September 1, 2024. It will be possible to submit an application for Q4 2024 starting from August 1.
CRITERIA
To be eligible for an application, the artist must in any case meet the following requirements:
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A realistic and market-oriented plan.
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A provable substantial international demand for the act:
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At least 25% of the monthly streams need to be internationally
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The targeted country or countries for the campaign need to be at least in the top 10 most streamed countries
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A sufficient productional level to operate internationally;
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The Dutch nationality of the artist and a good quantity of Dutch copyrights.
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A sufficient professional team consisting of international and local (financially) partners:
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Booker or agent
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Label or distributor
-
PR- or marketing-agency
-
Publisher or sync agent
-
CRITERIA
To be eligible for an application, the artist must in any case meet the following requirements:
-
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.
-
The Dutch nationality of the artist and a good quantity of Dutch copyrights.
A sufficient professional team consisting of international and local (financially) partners:
Booker or agent
Label or distributor
PR- or marketing-agency
Publisher or sync agent
Sarah Julia
APPLICATION
PROCEDURE
One can apply via the website by filling in the application form and uploading the 3 required attachments:
-
Campaign strategy document (download set-up)
-
Budget
-
Campaign targets sheet (download here)
The budget may only contain marketing-related expenses, which excludes 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.
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 about this 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.
It is not possible to object to a decision.
FINALISING AN APPLICATION
After the campaign one can finalise the application and request the 2nd half of the subsidiary by providing Dutch Music Export with the following documents:
1. Evaluation Report
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Evaluation of the activities: did you manage to execute all the initiated activities for the campaign?
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Has the campaign led to predefined goals? Why yes / no?
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Factual breakdown of results: streaming numbers, physical sales, media coverage, shows etc.
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What now? Further steps.
2. 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.
3. 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.
APPLICATION
PROCEDURE
One can apply via the website by filling in the application form and uploading the 3 required attachments:
-
Campaign strategy document (download set-up)
-
Budget
-
Campaign targets sheet (download here)
The budget may only contain marketing-related expenses, which excludes 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.
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 about this 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.
It is not possible to object to a decision.
Iguana Death Cult
Gita Buhari
FINALISING AN APPLICATION
After the campaign one can finalise the application and request the 2nd half of the subsidiary by providing Dutch Music Export with the following documents:
1. Evaluation Report
-
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.
2. 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.
3. 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.
DATA ASSETS
When a marketing regulation application is approved, the applicant agrees to the provision of data assets for the monitoring of the results. Dutch Music Export will collect the required data regarding streaming and social media growth, and will subsequently request from the applicant to provide data about live-shows and syncs.
DATA ASSETS
DATA ASSETS
When a marketing regulation application is approved, the applicant agrees to the provision of data assets for the monitoring of the results. Dutch Music Export will collect the required data regarding streaming and social media growth, and will subsequently request from the applicant to provide data about live-shows and syncs.
Ferdous