While licensing different kinds of recordings for your marketing campaign there are four options brands can choose from.
An ad campaign has a certain status and authenticity in licensing an “original” master where products banks on the artist's fame. This comes with a price that's decided by the owner of the track. Licensing famous recording associates its owner/ artists with an implied endorsement despite when there is no legal partnership going beyond synch licensing and master license. Partnership with an artist is a formal agreement with their label, agent, managers, outlining all the deliverables and expectations between parties. It further requires brands consider the lead singer of the track as using the track for commercial purposes can be prohibited. Product association of a track is relevant with licensing instrumental tracks too. Investing in a big artist/ recording requires a big payoff.
Most agencies have an experienced guild of music supervisors coordinating all the moving parts of the project, i.e. artist deals, label agreements, music producer/arranger deals, musician contractor, and course of the agreements.
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