THROWING DIMES: Assist A Musician Program
Uniting Artists, Cities & Advertisers
"This is why I started Throwing Dimes -- to give great artists a little more Luck and a lot better Timing."
Music is the heart of our business. It plays an essential piece in storytelling because it enhances emotions, sets the tone, and guides the audience’s experience. It can create tension, joy, sadness, or excitement, often conveying feelings that visuals alone cannot express. Music also provides rhythm, shaping the pacing of scenes and transitions. Music signals narrative shifts and builds anticipation, helping viewers connect with characters and themes on a deeper level. Iconic soundtracks and scores can make moments more memorable, amplifying their impact. Ultimately, music serves as an invisible yet powerful storyteller, enriching the emotional depth and resonance of the visual narrative.
30% of revenue to the artist.
Often times when not writing a piece of music ourselves for a campaign, we’ll curate and utilize a song or songs from artists we love and wish to support. When we place a published song into a campaign, 30% of our revenue from any campaign sold will be paid to the Artist featured. Participating Advertisers must also agree to @ and # the Artist in any of their social media placements featuring the Artist’s work.
Support for this program since IMEX2024 has been strong! YAY!
Please join the waiting list and we will respond ASAP ...
Ads with music are 35% more likely to be remembered.
BRAND RECALL: Nielsen Music 360 Report (2016)
Ads using music that "fits" the product or message resulted in higher levels of recall (33%) and better long-term retention.
BRAND RECALL: Millward Brown (now Kantar) Ad Reaction Study (2018)
Music in ads increases emotional response by up to 12%
EMOTIONAL RESPONSE: Journal of Advertising Research (2012), study of emotional influence of music in advertising
Emotional impact of music in ads leads to a 14% increase in purchase intent
EMOTIONAL RESPONSE: Ipsos, “The Power of Emotional Advertising” (2019)
Ads with memorable songs were 74% more likely to stick in a viewer's mind, creating long-term brand recall.
MEMORABLE SONGS VS. STOCK MUSIC: Oxford University, study on auditory memory in advertising (2010)
...the study showed a 96% increase in brand recall when songs were used.
MEMORABLE SONGS VS. STOCK MUSIC: Ariel and Ipsos Mori, Jingle Memory Study (2019)
CITY BENENFIT
Sweet Caroline, the Brand Awareness! And crazy brand association. A song that becomes associated with and adapted by its admirers is a powerful thing. Just ask the city of Boston. Does your City have an Anthem? What is it?
CITY BENENFIT
Reduced cost for premium content. Just because you can’t afford the rights to With Or Without You doesn’t mean you can’t have a tune that’s just as good for your next campaign. In some cases, maybe even better! And we love U2! Do you love U2 … too?
advertiser BENENFIT
Both Cities and Advertisers benefit from promoting local culture, tourism, and events, enhancing the city’s reputation while giving brands visibility in meaningful settings.
advertiser BENENFIT
Collaborations can introduce creative solutions like branded events, interactive billboards, concerts and art installations that enhance public engagement and beautify urban environments.
ARTIST BENENFIT
Artists get paid. Real Money. Rather than pennies from streaming services (talkin’ about fractions of a penny there), we cut through the distortion and pay the Artist a Real Cut. 30% of our revenue from any campaign sold will be paid to the Artist for the placement of their work. We will show you the invoice!
ARTIST BENENFIT
Artists get noticed. Part of our reasons for launching this program are selfish. We select the music WE LISTEN TO – OUR FAVORITES, to be featured in the campaigns we develop. The better the campaigns perform for the City and the for Advertiser, the more exposure for the Artists we love. Their music gets a boost and a new life and we get the feels knowing we helped out a little bit. Plus it’s required all Cities and Advertisers @ and # the Artist when placing their campaigns.
more with the benefits...
Brands gain exposure to a city’s residents and visitors, while cities attract more visitors, tourism, and investments through well-placed and engaging advertisements … with kickin’ soundtracks.
We can keep GOING...
Pssst…just a tip, but might we suggest the stakeholder with the City get together with the Advertiser and chat about splitting the campaign costs? We don’t care where the dollars come from and I’m sure we can speak for the Artist on this one…wait…what’s that? Yeah, they’re good.
In college at the University of Utah, I joined the Aware Records college marketing program and was the Salt Lake area rep for the label. This meant anytime one of their touring artists played in UT, Aware would load me up with promotional materials to paint the town with and then I’d run the merch booth at the clubs during the shows for the artists.
Occasionally, Aware would extend an extra project my way for college credit. My favorite band of all time is Toad The Wet Sprocket. When they split, I was devastated, but Glen Phillips (primary singer in the band) synced up with Aware in his early solo career and that convinced me that Music had to be a part of mine. This guy walks on water and now I get to help promote him? WHAT?!?!
To this day, some of my favorite bands stem from their days with Aware. Some became HUGE. Some didn’t. But that’s music, right? Luck and Timing are the difference because the difference between becoming a massively famous artist or a struggling musician is definitely not about the Music.
This is why I started Throwing Dimes — to give great artists a little more Luck and a lot better Timing.
Thank you to the following for their inspiration and their time over the years: Gregg Latterman (Hooray! We finally met, albeit over Zoom! I still hope to buy you a drink one day soon and discuss your impeccable taste in music.
Through you, I enjoyed working with the following. Thanks to: Glen Phillips, Brandi Carlile, John Mayer, Bob Schneider, Matt Kearney, Kevin Griffin, Pat Monahan and Charlie Colin (RIP – thanks again for the drink at The Zephyr … cheers!)
From Wikipedia) Aware Records was founded in 1993 by Gregg Latterman with the simple intention to find unsigned acts and increase their national exposure through a compilation album. In the fall of 1995, the label formed the inaugural Aware Tour. The first tour led to national tours from 1996 to 1999. In July 1997, Aware entered into an agreement with Columbia Records providing the major label with grassroots artist development, and Aware access to national marketing and distribution. The 2003 Aware Tour featured Toad the Wet Sprocket as headliner, with Aware bands Wheat and Bleu as supporting acts. Aware’s joint venture with Columbia Records was renewed in the summer of 2002.
Through Aware’s relationship with Columbia Records, they have released full-length albums by artists such as Train, Five for Fighting and John Mayer. Aware was the exclusive CD retailer for the H.O.R.D.E. tours from 1995–1998 and Woodstock ’99. In July 2010 Aware’s joint venture deal with Columbia expired; Aware has since signed a new deal with Universal Republic.
In 2000 Aware Records started an Internet radio station through New England Digital Arts. The agreement was that the radio broadcasts would focus on record label artist and royalties would be paid to ASCAP, BMI and SESAC.