Everyone has gotten into a strain business: libation companies, financial firms, wardrobe retailers, hoteliers, cellphone providers, automobile manufacturers and some-more have famous that zero creates an romantic tie with consumers like strain and artists.
Artists, in turn, comprehend that a right code partnerships can amplify their creativity, their form and opportunities to bond with their fans.
Some $2.6 billion in income annually reaches a strain courtesy from a branding business, Billboard estimates, with sponsorship spending on strain tours, venues and festivals creation adult some-more than 60% of that amount. The consultancy IEG estimates that code spending in a live zone totaled $1.61 billion in 2018, a 4.8% boost over a prior year. The change of income comes from fees paid for a use of strain in ads, films, games and TV shows (up 5.2% in 2018 over a prior year, according to IFPI), along with publicity payments.
Our Branding Power Players news describes a achievements of 83 executives from a live sector, consumer companies, branding agencies, talent agencies, government companies, a media, digital firms, publishers and record labels.
In addition, Billboard has famous 4 Masters of Branding: Marcie Allen, founder/president of MAC Presents; Jennifer Breithaupt, tellurian consumer arch selling officer, Citi; Deborah Curtis, vp/head of tellurian practice and partnerships, American Express; and Maureen Ford, boss of inhabitant and festival sales, Live Nation.
Holli Branam, 45
Vp sponsorship sales, AEG Presents
Chris Thomas, 48
Vp tellurian partnerships, AEG Presents
After a decade focused on tough rock, Monster Energy worked with Thomas to dilate a range to ring nation strain by activations during a Stagecoach Festival in Indio, Calif., and a Off a Rails festival in Dallas. “It’s all about potion to lips,” he says of Monster’s plan of flitting out beverages during prohibited daylong events. Revenue from Thomas’ 70 code clients is adult 11% this year. Three years after AEG took over a Bumbershoot festival, Branam helped Verizon launch a rewards height during a downtown Seattle event. More than 2,500 fans downloaded a VerizonUp app to benefit entrance to meet-and-greets with Illenium, Tinashe and AJR, and a reward loll with giveaway food and drinks. “It’s an knowledge that fans can’t buy,” says Branam, who adds that a record-setting user enrollment led to Verizon’s fasten to re-up for 2019.
Russell Wallach, 53
Global boss of media and sponsorship, Live Nation
Darin Wolf, 48
Executive vp media and sponsorship, Live Nation
Eight uninterrupted years of double-digit growth, with 2018 income surpassing $350 million, is Wallach’s considerable sponsorship feat during Live Nation — bolstered by a festival deals of co-worker Maureen Ford and Wolf’s ongoing work on a Citi Sound Vault series, Rémy Martin’s Producers Series and a Pepsi Generations summer strain campaign. Selling sponsorships competence not be rocket science, though it helps to daub into neuroscience. For brands seeking to make an romantic tie with consumers, Live Nation scientifically demonstrated a romantic energy of music: The company’s tellurian study, “The Power of Live,” related volunteers to biometric apparatus — including EEG headsets that tracked brain-wave activity and skin sensors that monitored persperate prolongation — to magnitude how “fans’ minds and bodies conflict to a live-music setting,” says Wallach. Based on those surveyed, a investigate suggests 90% of tellurian unison audiences acquire brands in a live space, supposing they’re enhancing a experience. Adds Wallach: “Live strain creates a ultimate tellurian connection.”
Director of experiential, Bud Light, Anheuser-Busch InBev
Monica Rustgi, 36
Vp marketing, Budweiser, Anheuser-Busch InBev
Barry is behind a Bud Light Dive Bar, that has given strain fans a eventuality to see their favorite artists (Lady Gaga, John Mayer) in an insinuate setting. The module has constructed some-more than 75 shows over a past 4 years. “It’s one of a longest-running campaigns for a Bud Light brand,” says Barry. “Its staying energy is an accomplishment.” Rustgi (a songwriter who has collaborated with Jennifer Lopez) spearheads Budweiser’s 2-year-old emerging-artist program. She worked with Americana thespian Kassi Ashton to launch a Budweiser Reserve Copper Lager code and Australian singer-songwriter Cloves to cut a chronicle of Bob Dylan’s “Blowin’ in a Wind” for Bud’s Super Bowl commercial. “Success for us is flourishing long-term family with artists,” she says.
Michelle Engel, 46
Head of strain selling and partnerships, Samsung Electronics America
Because a Galaxy Note9 was one of usually dual flagship inclination that Samsung launched in 2018, Engel saw a significance of pairing a phone’s colorful interface with a interrelated strain lane for a ad campaign. Working with Sony Music’s Jennifer Frommer, Engel detected Columbia Records act LSD — the contingent of Labrinth, Sia and Diplo — and a strain “Thunderclouds.” “It was impossibly vibe-y with what a phone was going to be,” says Engel. The Galaxy Note9 TV blurb finished adult being a many Shazamed ad of a year.
OlivIer François, 57
Chief selling officer, FCA (Fiat Chrysler Automobiles)
François has driven FCA’s Apple Experience: a offer of a giveaway six-month hearing subscription to Apple Music for all vehicles given with CarPlay. (CarPlay is now in 82% of new FCA cars.) The automobile association also has partnered with a 3 vital strain groups to emanate some-more than 100 strain videos with product placements of FCA vehicles. The videos have generated over 21 billion views in a past 4 years (including 106 million-plus views of OneRepublic’s chronicle of “The Star-Spangled Banner”). Says François: “We are all perplexing to grow code equity, and strain is a many effective proceed to get there.”
Pablo Henderson, 45
Senior director, code marketing, W Hotels Worldwide
In a past year, Henderson has helped take W Hotels’ Wake Up Call festival knowledge to Bali, Indonesia and Barcelona, Spain — moves that generated 13.5 million livestream views and 2.1 billion amicable media observation opportunities. “Yes, there’s something to be pronounced for going to a Lollapalooza or Coachella,” says Henderson, “but there’s also something impossibly special about holding a conveyor behind to your room and immersion and grouping food [before] going behind down to hear another one of your favorite artists.” In further to removing deeper into a festival-organization game, a hotel sequence launched a possess label, W Records, to element a recording studio suites already permitted during many locations. In October, RB artist, songwriter and writer Amber Mark became a initial act hermetic to a imprint.
Global conduct of marketing, Uber Eats
To boost a code of Uber’s food smoothness height during South by Southwest, Neuburger non-stop a doors of a Uber Eats House to luminary chefs Roy Choi and David Chang and performers Khalid, Virgil Abloh and Billie Eilish, and total Uber Eats Windows, walk-up locations around city that astounded conferencegoers with giveaway snacks. The craving reached an estimated 25,000 attendees and gathering a 13% boost in first-time deliveries in a Austin metro area. “This is a initial incursion into that informative mashup,” says Neuburger of SXSW. “We’re usually perplexing to pierce some-more tension [to] a digital product and a digital platform. We see strain as a unequivocally vicious apparatus to do that.”
Head of strain and entertainment, PepsiCo
In 2018, Quigley oversaw a groundbreaking Fire and Ice debate for Super Bowl LII. The spots pitted Busta Rhymes and Game of Thrones actor Peter Dinklage (together representing Doritos Blaze) opposite Missy Elliott and Morgan Freeman (Mtn Dew Ice) in an epic lip-sync battle. The result? More than 10 billion media impressions (64 million of them around Snapchat), 4 bullion Clio Music Awards and one of a many successful launches in PepsiCo history. “Having a hip-hop village pointer of capitulation meant that we got it right,” says Quigley.
Raja Rajamannar, 57
Chief selling and communications officer, Mastercard
Rajamannar this past year launched a 30-second “audio brand” for Mastercard — a sonic illustration of a tellurian remuneration height — that has been rolled out in over 200 countries worldwide. To safeguard internal relevance, Rajamannar tapped artists (including Mike Shinoda of Linkin Park) to emanate adaptations of a particular tune opposite genres and cultures. “There are gigantic array of times people around a universe will collectively knowledge a Mastercard sound,” he says. “It’s cutting-edge, endless and global.”
Bette Ann Schlossberg, 34
Director of influencer marketing, Lyft
Jessica Zhang, 30
Culture and party manager, Lyft
Schlossberg’s pursuit pretension says it all. Lyft was not a unite of Coachella in 2018, though a association “provided transport for over 105 influencers attending,” she notes. Activations to lift Lyft’s code recognition during 6 events surrounding a festival “resulted in over 158 million estimated impressions, pulling media courtesy in publications such as E! Online, People and many more.” Adds Zhang: “Lyft is not a code that usually wants to steal a celebrity of your artists — we unequivocally support them.” Zhang nailed down an fugitive partnership with Top Dawg Entertainment and Kendrick Lamar for a artist’s Championship Tour final year. “Fans are intensely savvy currently and can see right by a pay-to-play partnership,” she says. “The best partnerships are those that precedence a brand’s height to showcase a artist’s creativity.”
Aaron Simon, 43
Global vp talent and party relations, Harman International
In a past decade, Simon has consistently one-upped himself on strain partnerships that have concerned Foo Fighters, Lenny Kravitz, Sheryl Crow, Maroon 5, Jennifer Lopez and Paul McCartney. In a final year alone, audio apparatus manufacturer and Harman auxiliary JBL teamed with Priyanka Chopra, Gary Clark Jr., Ellie Goulding and Pitbull — the final of whom achieved during JBL Fest, generating over 2.5 billion media impressions in a process. In early April, Simon suggested Khalid as a new JBL ambassador, that will see a chart-topping thespian participating in digital campaigns, sell promotions and more. “When a partnership is working, keep it going,” says Simon of his approach. “Know what it takes to keep it going, day one. And build in [extension rights] from a get-go.”
Toni Stoeckl, 42
Global code leader/vp particular name brands, Marriott International
Under Stoeckl’s guidance, Marriott’s Aloft Hotels have spin a absolute code fan for rising artists with a launch of Project: Aloft Star, an artist find foe set adult in partnership with Universal Music Group. “Of course, we could be a unison venue,” says Stoeckl of a brand’s attribute with music, “but we thought, ‘How can we take it to a whole other level?’ ” With support for groups like X Ambassadors, recording time for artist partners in a iconic Capitol Records studio and a possibility to debate North and Central America, Stoeckl has delivered for both bands and his brand, earning some-more than 1.8 billion media impressions along the way.
Mark Weinstein, 36
Senior vp/global conduct of patron engagement, faithfulness and partnerships, Hilton
Weinstein broadened Hilton’s music-driven partnerships with a Lawn Days summer unison series, that launched in Jun 2018. Thanks to a partnership with Live Nation, Hilton Honors members can measure a span of unison tickets to locate artists like Rod Stewart and Charlie Puth for as tiny as 10,000 rewards points. “A one- or two-night stay during one of a hotels could [get we entrance to] hundreds of shows opposite a U.S.,” says Weinstein. “Making strain some-more permitted was unequivocally stimulating for [us].” It also led to a 200% year-over-year boost in redeemed practice by business (a pointer of their tie to a Hilton brand), with 95% of those people saving for a initial time. “It’s good when we can indeed quantify a impact” of a campaign, says Weinstein.
Chris Clark, 38
Director of music, Leo Burnett Worldwide
Clark served as a lead for Hear Her Music, a gender farrago beginning that Procter Gamble launched in Sep 2018 to boost synch chartering opportunities for women. He worked with scarcely 50 original-music companies and eccentric composers to accumulate a list that, after being published by a nonprofit Free a Bid final fall, has grown to embody some-more than 120 women directors, composers and more. “There are unequivocally no some-more excuses,” says Clark.
Rick Faigin, 45
Executive vp, Acceleration Community of Companies
Faigin hermetic a fastest understanding of his career this year, relating longtime customer T-Mobile with Ariana Grande (who is repped by Jules Ferree of SB Projects) for an endless debate sponsorship. The understanding was hermetic one week before a start of Grande’s Sweetener Tour — and enclosed a Grammy Awards mark featuring Grande that was constructed usually days before a ceremony. A identical T-Mobile debate sponsorship final year for Kesha and Macklemore gathering sheet sales around inhabitant TV ads.
Matt Ferrigno, 35
Co-founder, More Than Words
“The Latin side of a [music] business is exploding, and there’s not that many concentration on code partnerships,” says Ferrigno, whose initial pierce during his startup, MTW, was fixation Colombian artist Maluma in Michelob Ultra’s Super Bowl commercial. Ferrigno was formerly vp partnerships during Maverick, where he landed publicity deals for Nicki Minaj. He continues to hoop code placements for such hip-hop acts as Lil Wayne and G-Eazy, and organised for Lil Wayne’s appearance in a new debate for Uggs, “which is one of his favorite shoes,” says Ferrigno.
Bruce Flohr, 51
Founding partner, GreenLight/Live Nation Studios; arch plan officer/executive vp creative, Red Light Management
Dominic Sandifer, 49
President/founding partner, GreenLight/Live Nation Studios
The total poke of Red Light Management and Live Nation (which acquired a infancy seductiveness in GreenLight in 2016) gave Sandifer and Flohr a corner in delivering for Google Pixel, Rémy Martin and Hilton, among other brands. The Google Pixel 3 launch (at 3 opposite festivals final year and involving such artists as St. Vincent, Tyga, Tiësto and Aloe Blacc) garnered 41 million media impressions, reports Sandifer. “I’m unequivocally unapproachable to have GreenLight be a artistic force behind one of a best new tiny strain venues in a country,” adds Flohr. “Analog during a Hutton Hotel has spin a must-play room in Nashville,” assisting to expostulate a hotel to an occupancy rate of 98%.
Casey Gartland, 40
Vp strain and party partnerships, GMR Marketing
Gartland collaborated with Paradigm Talent Agency’s Stephanie Miles on a beginning that interconnected Imagine Dragons with Corning’s Gorilla Glass — a strong, lightweight potion used for many of a world’s mobile-phone screens — to launch a company’s initial “splashy consumer selling campaign,” he says. As partial of a scavenger hunt promoted on a Dragons’ amicable media channels, fans around a universe were given a possibility to win tickets to a private unison — which was also livestreamed — in a band’s local Las Vegas.
Nathan Hanks, 45
Co-founder/CEO, Music Audience Exchange
Hanks uses record to span artists and brands. Music Audience Exchange employed a disdainful artist-matching height to expostulate over 1 billion impressions opposite 50 strain campaigns in a final year, he says. His new clients embody Honda, U.S. Cellular, Canon and Snapple. But there’s still one vital untapped opportunity: “Brands being partial of new releases by rising artists,” he says. “I consider a tip 100 artists are super-served by sponsorship teams, though a subsequent 5% are totally undervalued.”
Jeremy Holley, 41
Laura Hutfless, 37
Hutfless says that FlyteVu’s wins over a past year embody fixation Rita Ora’s strain “Soul Survivor” (with a assistance of Warner Bros.’ Liz Lewis) in a Serena Williams-starring Super Bowl LIII ad for dating/social app Bumble, while Holley is many unapproachable that in Dec a association distributed 10% of a net boost to a employees “to give to their gift of choice. It’s not usually [about] bringing some-more income into a strain business by brands,” he says, though “being means to let a debate pronounce to something that’s larger than ourselves.”
McLean interconnected Janelle Monáe with Belvedere Vodka for a multiyear partnership that launched during usually a right informative moment. In partnership with Monáe’s Fem a Future beginning to support women in a strain and party industry, a artist and Belvedere collaborated on A Beautiful Future, a array of brand-funded brief films from 3 womanlike filmmakers that have led to some-more than 4 million views for a brand’s YouTube channel. “Both [Monáe and Belvedere] are driven by their common beliefs in philanthropy, optimism, village and a enterprise to uplift and commission others,” says McLean.
Carlene Rowe, 40
Director, sports and entertainment, Conill
Conill interconnected Toyota with reggaetón star Wisin, who in 2018 curated a Toyota Music Den during Ruido Fest and a Los Dells Festival. More than 19 artists were featured, ensuing in a 41% boost in consumer care of a brand, reports Rowe. The Toyota Music Den also featured Jarina De Marco, Periko y Jessi, Gadiel, Farina “and many more, in support of strain discovery,” she says.
Executive vp, Red Light Management; handling partner, New Era Media and Marketing
Ringel estimates that he and his group guided about 135 projects during a past year — with a 45% boost in revenue. Part of that expansion reflects a trend. “We’re saying [more] opportunities for artists to emanate product or businesses together with a brand,” he says. “So it evolves a attribute over a calm partnership or publicity or debate sponsorship into a common seductiveness in [a product’s] opening in a marketplace.” Among such deals was Dierks Bentley’s Desert Sun attire line with Flag and Anthem, with that a nation star has been concerned from a pattern stage.
Elena Sotomayor, 48
Executive vp marketing, CMN/Henry
For Henry, a multiplication of CMN (the Latin-focused selling association founded by Henry Cárdenas), Sotomayor has partnered with such clients as Nissan, Spectrum, HBO and Sprint. Her group in a past year saw a 40% boost in income in agency, code selling and sponsorship dollars. “Our biggest plea is a daily digital evolution,” says Sotomayor, who works with Marc Anthony, Bad Bunny and Chayanne. “Investing in audiences and a proceed they devour calm is something we spend a lot of time and resources on.”
Anthony DiStasio, 28
Brand partnerships agent, Paradigm Talent Agency
Executive vp code partnerships, Paradigm Talent Agency
Paradigm’s code partnerships group gifted a 45% boost in income in 2018, reports Miles, who related Imagine Dragons to Corning’s Gorilla Glass for a debate final year that concerned a “pretty difficult” online scavenger hunt. The hunt suggested news of a recover of a band’s manuscript Origins and an eventuality to win a outing to a Corning-sponsored Las Vegas unison on Nov. 7. DiStasio, who assimilated Paradigm in 2018 from RCA, partnered Gucci Mane with Swisher Sweets and enlisted Playboi Carti for Foot Locker’s Discover Your Air back-to-school campaign, that also featured Jayson Tatum of a Boston Celtics. “Artists have change during any level,” says DiStasio. “Some of a many inspiring campaigns I’ve come opposite have been a outcome of brands investing in rising talent and servicing niche audiences.”
Kevin Gelbard, 50
Music code partnerships agent, Creative Artists Agency
Nathan Gregory, 35
Music code partnerships agent, Creative Artists Agency
Tom Worcester, 57
Head of strain partnerships, Creative Artists Agency
Under Worcester, CAA’s strain partnerships dialect hermetic 360 deals in 2018, any involving “a lot of work, a lot of relocating tools and a lot of people, so to do about one per day is utterly an accomplishment,” he says. Adds Gelbard: “It’s a good time in a code and strain partnership business. More artists are peaceful to work with brands, and some-more brands are fervent to be in strain than ever before.” He oversaw Panic! during a Disco’s impasse with a State Farm Insurance Neighborhood of Good debate to allege amicable responsibility. (The partnership enabled frontman Brendon Urie to give $1 million to a Gay, Lesbian and Straight Education Network.) Gregory set adult Kelsea Ballerini as a purpose indication for Barbie’s 60th-anniversary debate and cumulative Rachel Platten for a body-positive #AerieReal campaign, that enclosed an unretouched picture of a thespian on a Times Square billboard. “It was a unequivocally lenient impulse for her,” he says.
Partner/head of tellurian branded entertainment, ICM Partners
A signature hoodie partnership between Eminem (from Goll’s local Detroit) and conform tag Rag Bone and a multifaceted partnership between Lil Yachty and Axe were among a 100 deals that Goll and her group struck in a past year. Migos, Busta Rhymes and Cyndi Lauper were among a other ICM clients who found code opportunities by Goll’s efforts. “There is such a low romantic tie between musicians and their fans that brands wish to daub into,” she says. “So a some-more authentic a partnership is, a some-more organic a messaging is for a artist and a stronger a partnership will be.”
Todd Jacobs, 39
Shari Lewin, 33
Jacobs final year paid loyalty to black and country. Ahead of National Voter Registration Day on Sept. 25, he put together a “lucrative” understanding for a estate of Aretha Franklin to underline a Queen of Soul’s 1968 strike “Think” in Levi’s Use Your Vote campaign. “To be means to impact [the midterm elections] by a vital TV blurb that aired during vicious moments was amazing,” says Jacobs, who also engineered a multiyear tellurian partnership between Levi’s and Justin Timberlake that gathering some-more than 1.2 billion media impressions. Lewin represented Brad Paisley for his Nationwide Mutual Insurance commercials with Peyton Manning. She also brought together Maroon 5 and Verizon for sponsorship of their Red Pill Blues debate that enclosed a 360-degree video showing the band’s viewpoint from a stage that was viewed over 11 million times. “Before we worked for WME, we was with Verizon’s strain agency, and we spent a few years operative on their strain strategy,” she says. “It was unequivocally full round for me to be means to do a understanding for one of a clients with Verizon.”
Melissa Newhart, 31
Music code partnerships executive, New York lead, United Talent Agency
Sara Schoch, 28
Music code partnerships executive, Nashville lead, United Talent Agency
Toni Wallace, 38
Head of strain code partnerships, United Talent Agency
In a year in that Wallace and her group hermetic 250 new partnerships, she points to Post Malone’s initial Posty Fest, staged in Oct in Dallas, as a high point. Profitable in a initial year (“Which isn’t always a box for first-time festivals,” she says), a event’s financial success was fueled by 15 code sponsorships, including Xbox, Lyft, Hasbro and Beats by Dre. Another sponsor, gaming appendage association HyperX, hermetic Post Malone to spin a code ambassador. Newhart helped harmonise Lauryn Hill’s initial code debate with Woolrich, for that a artist “led a whole artistic process,” says Newhart, including a pattern of limited-edition jackets — which retailed for ceiling of $2,300 — that paid reverence to a 20th anniversary of Hill’s iconic manuscript The Miseducation of Lauryn Hill. (They fast sole out.) In Nashville, 9 months before Jimmie Allen’s entrance single, “Best Shot,” strike No. 1 on Billboard’s Country Airplay chart, Schoch was backing adult partnerships for a thespian with Starbucks, George Dickel Tennessee Whisky and Bumble, among others. Allen’s cover of Michael Jackson’s “Will You Be There” was initial expelled exclusively on Spotify around a Nation of US playlist on a Starbucks app. “Artists don’t wish to associate with brands that do not align with their values,” says Schoch. “It’s obligatory on us as member to consider critically about any partnership opportunity.”
Alisann Blood, 38
Senior vp code partnerships, Maverick
In a past year, Blood and her all-female group have brokered deals fasten Allstate and ad group UEG with Florida Georgia Line (via Maverick’s partnership with a duo’s Big Loud Management), and Comcast and Sofar Sounds with former Fifth Harmony member Dinah Jane, among others. “Every understanding is different, though any understanding that gets finished starts with building a relationship,” says Blood. “The plea is assisting brands commend that strain should always be a partial of their strategy.”
Jules Ferree, 36
Head of code partnerships, SB Projects
Ferree, who ran indicate on Ariana Grande’s partnership with T-Mobile — which was denounced in a Grammy Awards mark — says a best code communication “should never deviating from how artists pronounce with their fans.” An example: “If an artist typically uses a certain filter in amicable media photos, code partnerships should keep that filter.” T-Mobile is sponsoring a Sweetener World Tour, that enclosed Grande’s attention-grabbing spin during Coachella. In another branding coup, Grande suggested on Instagram May 9 that she will be a new face of Givenchy, a French conform house.
Founder/CEO, Lighthouse Management and Media
Selena Gomez’s outrageous array of amicable media supporters — 149 million on Instagram and 57 million on Twitter — keeps her in rarefied code territory, and it’s adult to her manager Keshishian to assistance a cocktail luminary “figure out where she’ll have a many fun and also be listened artistically.” Gomez works palm in palm with executives during Puma and Coach to get behind products with her artistic stamp. “We do hundreds of code deals a year,” says Keshishian of her government register of Hollywood stars like Jennifer Aniston, Gwyneth Paltrow and Orlando Bloom. “We always wish to amplify what a clients are indeed doing in their lives.”
President/chief of branding and strategy, Roc Nation
Meek Mill’s partnership with Puma has pushed over selling wardrobe and shoes. “It’s many deeper, focusing on rapist probity reform,” says Yormark. In Nov 2017, a Pennsylvania decider condemned Mill to dual to 4 years in jail for a recover violation. Gaining his leisure after 5 months (with a prosecutor’s support), Mill co-founded a REFORM Alliance to disciple for a rights of a incarcerated. In January, desirous by Mill’s activism, Puma launched a Clyde Court #REFORM basketball shoe. All net deduction from a sale of a shoe are donated to Mill’s organization.
Tim Castelli, 51
President, inhabitant sales, selling and partnerships, iHeartMedia
“Audio is prohibited right now,” says Castelli, citing streaming, podcasting and intelligent speakers as good as a ongoing strech of radio — all of that are sought by “brands looking for ways to bond with consumers,” he says. With a mixed platforms, iHeartMedia is good positioned to make those connections. For a launch of a film Bohemian Rhapsody in November, 20th Century Fox incited to iHeartMedia, that total pre-release calm online and a 600-station simulcast of a pretension song. Lately, adds Castelli, “the one thing brands keep seeking us about is podcasts,” and iHeartMedia leads a zone with 167 million tellurian downloads in January, he reports.
Morgan Thoryk, 35
Partner/music supervisor, Good Ear Music Supervision
In a initial 12 months given she was named a partner during Good Ear, a heading eccentric strain organisation organisation for blue-chip brands, Thoryk has cumulative strain from an heterogeneous brew of artists (Sun Ra, Big Freedia, Missy Elliott) for an equally different customer register (Casper Mattress, Old Navy and Gatorade, respectively) opposite 100 tellurian strain licenses. Good Ear also interconnected Lil Jon with ad idol a Kool-Aid Man for a new anniversary song, “All we Really Want for Christmas” (accompanied by an outlandish video), that has garnered some-more than 1 billion media impressions. “Brands are increasingly meddlesome in pity a theatre with a artist and authentically collaborating, that can be a good win for everyone,” says Thoryk.
Josh Fein, 41
Head of artist and partner marketing, Amazon Music
Tami Hurwitz, 46
Vp tellurian marketing, Amazon Music
As Amazon goes all in on Alexa — the association announced in Jan that a digital partner was permitted on 100 million inclination worldwide — Fein and Hurwitz helped expostulate a streaming platform’s tellurian debate A Voice Is All You Need, “pairing iconic artist vocals with a visible interpretation of their songs,” says Hurwitz. The debate featured strain from Queen, Kendrick Lamar and SZA, and Whitney Houston, as good as appearances from Imagine Dragons, Kane Brown and Ariana Grande (who also achieved during a company’s Prime Day livestream unison final July). “We demeanour to a artist partners to assistance teach their fans, around video calm on amicable platforms, about a palliate of use and discerning ways to listen to their new music,” says Fein. Amazon Music also landed Katy Perry’s “Cozy Little Christmas” as an exclusive. “We featured a strain in a TV debate and on billboards opposite a U.S. and U.K.,” says Hurwitz. “It became a holiday staple.”
Danielle Lee, 43
Vp/global conduct of partner solutions, Spotify
The ink is hardly dry on Spotify’s Feb understanding to acquire podcast networks Gimlet and Anchor, and already Lee is formulating skeleton to expostulate podcast partnerships. Building off a success of a initial branded strange series, Ebb Flow, sponsored by New Amsterdam Vodka, Lee is confident about rising identical programs to Spotify’s lineup of 170,000 podcasts. It helps that her association skeleton to deposit adult to $500 million in a space this year. “It’s an area that’s usually bursting right now and has a lot of potential,” she says.
Brad Minor, 40
Vp/head of code selling and communications, Pandora
Lauren Nagel, 36
Vp/executive artistic director, Pandora
Jeff Zuchowski, 47
Vp/industry and artist relations, Pandora
“Content rules, though if everybody has a same content, how do we mount out?” Minor answers his possess doubt by indicating to such programming moves as Pandora Stories, that combines strain and podcasts, and a streaming platform’s Sound On branding campaign. That beginning gathering an boost of 70 million listening hours over a two-month holiday duration in late 2018 after it was staged in usually 5 vital markets: Atlanta, Miami, Nashville, New York and San Francisco/Oakland, Calif. Nagel’s group of 8 in-house designers churned adult some-more than 1,100 singular promotional assets, from transport signs to billboards, all built around a thesis of holiday transport and a ways strain and sound can assistance people escape. Zuchowski, meanwhile, recruited artists, including Cardi B, Carrie Underwood, Lil Wayne and Pitbull, whose strain was highlighted in a campaign. “If we excite and motivate listeners to rivet some-more with a strain on Pandora,” says Minor, “then artists win, advertisers win, and we win.”
Mike Praw, 41
Global business development, internet module and services, Apple
As Apple pivots from hardware toward digital services — which generated $10.9 billion for a association in a fourth entertain of 2018 — Praw has spearheaded rare integrations for Apple Music, counting SoulCycle, Genius, Disney, TikTok and American Airlines as new code partners over a past year. “More and some-more consumers have an expectancy that a services they compensate for uncover adult wherever they frequent, that is both an eventuality and a plea for us,” says Praw.
Keith D’arcy, 49
Senior vp blurb sync, Kobalt Music
Senior vp blurb sync and code partnerships, East Coast U.S., Scandinavia and GSA, Kobalt Music
Jeannette Perez, 39
President, tellurian sync and code partnerships, Kobalt Music/AWAL
Perez led a clever year for Kobalt’s synch and code partnerships group in 2018, flourishing synch income by 33%. “We have a large catalog, though it’s smaller than a majors,” she says. “Yet we uncover adult to a large diversion year after year with some flattering large wins.” The victories enclosed placements for new artists NVDES (for Apple, Macy’s and Royal Caribbean) and Beginners (New Balance), both bands from Los Angeles. D’Arcy, operative with Beginners, says a female-empowerment-themed mark for New Balance chalked adult 51 million TV impressions during a two-week duration that enclosed a Super Bowl. He also placed neo-soul artist Davie on-screen in a Wild Turkey ad with Matthew McConaughey that logged 1 billion TV impressions in a year, according to iSpot. “Landing an on-camera eventuality for an artist is always amazing,” says D’Arcy. Hurwitz helped partner Childish Gambino with Google for use of a artist’s avatar as a playmoji on Pixel phones. The new record total a negotiating challenge. But Gambino’s “cultural change unequivocally sensitive a understanding terms,” says Hurwitz. “Google accepted and appreciated that.”
Tom Eaton, 49
Senior vp strain for advertising, Universal Music Publishing Group
Tom Foster, 39
European conduct of film and TV, Universal Music Publishing Group
Eaton says UMPG’s synch group began 2019 strong, fixation 8 songs in Super Bowl commercials (including The Charlie Daniels Band’s 1979 strike “The Devil Went Down to Georgia” in a Dodge ad) and 5 some-more songs in a Grammy Awards promote (among them: Ariana Grande’s “7 Rings,” in an Apple Memoji commercial). “When finished right, songs can totally renovate how brands tell their story,” says former eventuality musician Foster, who scored one of a United Kingdom’s biggest synch deals when he interconnected Elton John with British tradesman John Lewis for a 2018 Christmas commercial. Eaton says he’s vehement about a new chart-topping entrance Interscope manuscript from Billie Eilish: “I would adore to be means to span her with a scold brand,” he says.
Sara Lord, 48
Senior vp general sync and plan development, Concord
Senior vp creative, sync licensing, AR, Concord
Brooke Primont, 44
Senior vp sync licensing, Concord
“We honour ourselves on being an indie with vital reach,” says Pizzuto, who led Concord’s tellurian synch group to land 6 songs that were placed in ads before and during Super Bowl LIII. For Primont, a success of Ruelle tangible a past year. “I hermetic her to Concord and got her into a ad space, and she took off like a rocket,” says Primont. “At final count, we have 387 reliable synchs, and there are no signs of it negligence down.” Lord oversaw a repositioning of Concord that followed a 2017 squeeze of strain publisher Imagem. Now “we have a clever brand,” she says. “If we had to collect a array that represented that [success], I’d collect my phone number, given people are job some-more now than ever.”
Brian Monaco, 47
President/global arch selling officer, Sony/ATV Music Publishing
Sony/ATV once again led a synch chartering margin during a Super Bowl, fixation 10 songs from a catalog in ads during a large game. It’s a seventh year in a quarrel that a association has warranted that distinction, says Monaco. Placements enclosed Queen’s “Don’t Stop Me Now” (written by Freddie Mercury) in an Amazon mark and an attention-grabbing permit of Bob Dylan’s “Blowin’ in a Wind” for a Budweiser ad (with a shot of wind-powered turbines on a prairie). Overall, says Monaco, “we are flourishing income for a synch business by a double-digit percentage.” A new priority, he says, is “restricting chartering to specific territories instead of permitting extended worldwide streaming. We are entirely in a age where so many is accessible, it’s needed that a clients comprehend that worldwide [use] is not a given.”
Marty Silverstone, 42
Partner/senior vp creative/head of sync, Primary Wave
Silverstone’s preparation prepared him good for distinguished synch deals: He has degrees in strain production, engineering — and psychology. His seven-member branding group (expanded by 4 new staffers in 2018) is behind a use of Confetti’s “Right Now” in a Fortnite trailer and a understanding with MillerCoors’ Saint Archer Brewing Co. for Foy Vance, who has toured and collaborated with Ed Sheeran. While clients mostly ask about chartering obvious hits by superstars, “a lot of a work is about removing building songwriters in front of people,” says Silverstone.
Executive vp/head of synchronization, Warner/Chappell Music Publishing, Warner Music Group
By overseeing both edition compositions and recording masters, Broitman says his group is “uniquely situated to use any area of business — both for catalog and frontline strain — as it relates to graduation and brands.” While he doesn’t divulge specifics, WMG’s financial filings uncover that a edition synch income increasing by 6.3% to $119 million in a mercantile year finale Sept. 30, 2018. (While WMG doesn’t privately mangle out synch for a accessible masters, it’s enclosed in a difficulty of chartering and other revenue.) Among a deals pulling those numbers: a reimagined take on “Old MacDonald Had a Farm” for a Land O’Lakes debate and a use of both combination and master rights in chartering Aretha Franklin’s chronicle of Curtis Mayfield’s “People Get Ready” in a Nike spot.
Noah Callahan-Bever, 40
Executive vp, Def Jam Recordings
“Def Jam is some-more than a record label. It’s a blue-chip brand,” says Callahan-Bever of a seminal hip-hop label, that outlines a 35th anniversary this year. So it creates clarity that a home of Kanye West, Justin Bieber, Jhené Aiko, Pusha T and a dozen-plus new signings showcased on a label’s Undisputed gathering would align with other tip brands. Callahan-Bever offers dual examples. “We’ve total deep, ongoing family with both Puma and Courvoisier that are, in my mind, accurately what loyal partnership is about,” he says. “We are on lane to grow code partnership income over 250% year over year.”
Executive vp vital marketing, Warner Bros. Records
Vp vital selling and blurb licensing, Warner Bros. Records
Feldman and Lewis any scored a win during Super Bowl LIII in February. Lewis placed Rita Ora’s “Soul Survivor” in a mark starring Serena Williams for dating/social app Bumble. It was “the many intent Super Bowl mark on Facebook,” she says. Feldman brought Michael Bublé to a large diversion debate for PepsiCo’s flavored stimulating H2O code bubly. “It’s totally on-brand for Michael’s ethos and personality,” says Feldman, and featured “a waggish and mocking teaser debate [with] some-more Michael Bublé GIFs than fans ever suspicion possible.” Pepsi reports that a debate yielded 8 billion certain media impressions.
Mara Frankel, 30
Senior artistic director, code partnerships, Atlantic Records
Chief partnerships officer, code partnerships and blurb licensing, Atlantic Records; conduct of tellurian code partnerships, Warner Music Group
“In my career, we don’t know that I’ve worked with [this] volume and spin of talent of womanlike artists during one time,” says strain and branding maestro Hackney, citing deals for Hayley Kiyoko, Lizzo, Cardi B, Janelle Monáe, Ava Max, Rico Nasty, Ally Brooke and Brandi Carlile. Frankel saw Lizzo’s star arise around her participation final year during events like Total Wireless in Los Angeles and Beautycon in New York. For brands that competence find a amicable media fix, Hackney says she emphasizes that these artists “are multifaceted: [They] can emanate content, do live shows, events. The consistent plea is usually display a value and value of strain to code partners.”
Senior vp code partnerships and licensing, Sony Music
A seven-figure tellurian ad debate pairing Columbia Records’ general contingent LSD — consisting of British musician Labrinth, Australia’s Sia and U.S. DJ-producer Diplo — with a Samsung Galaxy Note9 was a prominence of a past year for Frommer and gathering 129 million on-demand streams for a strain “Thunderclouds,” according to Nielsen Music. “LSD is so fanciful, so colorful and so imaginative,” says Frommer. “And all about a Samsung Galaxy is about pulling a bounds of record and tone and drumming into artistry.”
Christine Kauffman, 46
Senior vp code partnerships, Island Records
COO, Island Records
Despite Wong’s graduation to COO final August, he stays hands-on in selling Island artists. Demi Lovato’s video “Tell Me You Love Me,” showcased around a Google Duo app, has drawn 130 million tellurian YouTube views. Shawn Mendes cruises Tokyo in a black Jaguar in his “Lost in Japan” video (62 million-plus views) and joins Camila Cabello in a VerizonUp summer campaign. “I’m concerned with any area of a label,” says Wong, though “first and foremost, I’m a marketer.” Kauffman, who assimilated Island in Feb from iHeartMedia, brings a lane record that includes charity members of a Marriott rewards module such opportunities as disdainful entrance to a John Mayer unison in Oct during a iHeartRadio Theater in Los Angeles.
John Kirkpatrick, 50
Senior vp, Epic Records
Before fasten Epic early this year, Kirkpatrick built a repute for dealmaking during Paramount Pictures, tradesman Hot Topic and many recently with youth-marketing classification PTTOW, where he teamed Janelle Monáe, Michael Bublé and Wiz Khalifa with intensity branding partners. He formerly worked underneath Epic chairman/CEO Sylvia Rhone during Elektra Records. Why lapse now to code selling during a label? “My faith in Sylvia Rhone, and a informative movement of Epic, unequivocally was a ideal eventuality to reconnect strain to a universe of branded media,” he says.
Nathan Ledesma, 32
Senior director, code partnerships, Capitol Records
Brian Nolan, 38
Senior vp, seventeenfifty, Capitol Records
An expanded partnership for Migos with shoe tradesman Finish Line, including commercials and experiential selling (with such tie-ins as a NBA All-Star Weekend), helped pull a trio’s 2018 manuscript Culture II to 2.3 billion on-demand streams. “Brand partnerships keep artists during a forefront of cocktail culture, that eventually helps them emanate some-more music,” he says. “We’re always perplexing to assistance artists professionally as good as with formulating revenue.” Nolan did both by teaming Halsey with Beats by Dre, that featured a singer’s “Without Me” in a tellurian holiday ad campaign, assisting expostulate a strain to No. 1 on a Billboard Hot 100. “We now live in a universe where singles don’t need to be tied to an manuscript cycle,” says Nolan, “which allows brands and executives to be artistic and unequivocally make an impact. We can change a march of an artist’s career by code partnerships.”
Kerri Mackar, 34
Senior vp code partnerships, Republic Records
Mackar reports her group has doubled a income from 2017 to 2018 with deals like a new partnership between YSL Beauty and Republic dermatitis artist Kiana Ledé, whose “Ex” strike No. 9 on a Hot RB Songs chart. Working with Post Malone’s management, Mackar also cumulative a hip-hop superstar’s on-screen purpose in a Beats by Dre mark featuring his singular with Swae Lee, “Sunflower,” from a soundtrack of a tellurian pound charcterised film Spider-Man: Into a Spider-Verse. The 30-second mark launched in December, coinciding with a recover of a film (which has grossed $375.1 million worldwide to date, according to Box Office Mojo), and by mid-January, “Sunflower” had strike No. 1 on a Billboard Hot 100. Post Malone also teamed late final year with Crocs for Posty-designed shoes — which sole out in minutes.
Naomi McMahon, 36
Senior vp/head of vital selling and code partnerships, Universal Music Group and Brands
OlIvIer Robert-Murphy, 52
Global conduct of new business, Universal Music Group
Mike Tunnicliffe, 57
Executive vp/head, Universal Music Group and Brands
“Where scholarship meets a magic” is how Robert-Murphy describes his team’s proceed to code partnerships, that includes endless pre- and post-campaign information analytics. A new example: pairing EDM artist Zedd with National Geographic for a One Strange Rock series, assisting a channel grasp tellurian viewership of 81 million. Tunnicliffe, who launched UMG’s branding multiplication in a United States in 2015, hermetic a past year with 28 code partners and ongoing four-year-plus family with clients that embody Marriott, Honda and MM’s. “We’ve grown a business over fourfold given we started,” he reports. Under McMahon, new wins include: a initial vital strain partnership of 275-store tradesman Cost Plus World Market, that had Jessie J helm a 2018 holiday campaign; a Carly Rae Jepsen unison on a Carnival cruise; and Max Richter’s Clio Award-winning “Sleep,” an eight-hour combination sponsored by Beautyrest and Philips, and presented in Austin and New York. “You could tell people were honestly moved,” says McMahon of a “Sleep” experiential event. “It’s unequivocally rewarding when we can assistance emanate that.”
Ryan Payne, 31
Head of selling and branding, Glassnote Entertainment Group
For Mumford Sons’ latest album, Delta, Payne struck a partnership with National Geographic that, he says, “gave us entrance to their video repository where we were means to name footage [for] an album-length film, synched to a strain on Delta.” Shown in theaters worldwide on a eve of a album’s Nov. 16 release, a film “gave fans a singular experience,” says Payne. Two weeks later, a footage went online — and Delta became a band’s third true No. 1 manuscript on a Billboard 200. “That connection, that trust, between a artists and a fans,” says Payne, “that’s a value proposition.”
Head of vital marketing, Interscope Geffen AM
For IGA’s dermatitis artists Rich a Kid and Billie Eilish, Sena and his group put together tellurian campaigns with conform code MCM, while final summer’s Volkswagen graduation debate (created with a automaker’s former ad agency, Deutsch) showcased songs from Louis a Child, Kali Uchis, Yungblud and Gryffin. With Fiat Chrysler CMO Olivier François, Sena interconnected OneRepublic with Jeep for 3 campaigns that led to common media impressions “in a billions,” says Sena. “And all was finished with extensive mutual honour by both a artist and a brand.”
Ryan Wright, 45
Chief selling officer, Kobalt and AWAL
The code Wright is hyperfocused on right now is in-house: AWAL, Kobalt’s recorded-music division, that offers marketing, promotion, AR, placement and chartering for some 25,000 artists — veterans and newcomers alike. Some $150 million has left to expanding staff and appropriation moves like a Educate Everyone overdo and a we Am My Own Label campaign. The result: “Our AWAL business has some-more than doubled this past year to $100 million in revenue, and AWAL is now seen as one of — if not a — leading eccentric labels in a world,” says Wright. Consumers today, he adds, “are some-more open to being shabby by what inspires them. There is a outrageous eventuality out there for eccentric artists to be micro-influencers for brands.”
*Declined to exhibit age
Contributors: Rich Appel, Megan Armstrong, Steve Baltin, Dave Brooks, Dean Budnick, William Chipps, Ed Christman, Leila Cobo, Camille Dodero, Thom Duffy, Gary Graff, Andrew Hampp, Cortney Harding, Cherie Hu, Steve Knopper, Katy Kroll, Kerri Mason, Brooke Mazurek, Taylor Mims, Gail Mitchell, Paula Parisi, Chris Payne, Alex Pham, Annie Reuter, Richard Smirke, Eric Spitznagel, Andrew Unterberger, Kevin Warwick, Deborah Wilker and Nick Williams.
Methodology: Billboard’s Branding Power Players are comparison by editors formed on factors including, though not singular to, nominations by peers, colleagues and superiors during comparison strain companies and consumer brands; impact on consumer function as totalled by such metrics as chart, sales and streaming performance; amicable media impressions; radio and TV audiences reached; career trajectory; and altogether impact in a industry, regulating information permitted as of March 5.
This essay creatively seemed in a May 11 emanate of Billboard.