Brand partnerships in music has become more and more important in recent years. It's been a big part of my business — putting partnerships together for brands like Scion, Mazda, 7UP, and for artists like Linkin Park — and today's episode is with two people at the top of the game.
Joe Belliotti and Rebecca Jolly (are the authors of How Music Grows Brands — a field guide to building successful partnerships. The book is incredibly insightful into what it takes to make these relationships work, how and why they often go wrong, and contains a number of practical tools for measurement, analysis, selling, planning, etc. You should definitely get a copy if you're in this business: https://www.amazon.com/How-Music-Grows-Brands-Field/dp/1544537824
We dig into their unique journeys in music, events, and corporate brands. Joe was formerly former head of music at Coca-Cola, and Rebecca publisher of Mixmag, Kerrang, and The Face, and head of partnerships at SFX. They both consult major brands on everything related to music.
Time for class...
Mix Engineer: James Soriano