Brands have always played a part in the music industry, but as of late, they seem to play a much bigger role in how they’re implemented.
Licensing has actually seen a huge increase across both film and TV music, generating $322 million this past year. That number has since been eclipsed with $1.3 billion in sponsor spending for this year, and it’s still adding up over the next few months.
To discuss the matter further, Billboard recently hosted a discussion talking about the many roles that brands play when it comes to music. These parties included JPMorgan Chase’s head of sports and entertainment marketing Steve Pamon; drummer for the heavy metal band Metallica, Lars Ulrich; vice president of music and cultural experiences at Translation, Patience Ramsey; founder of Crush Management, Jonathan Daniel; executive vice president of brand partnerships and commercial licensing at Atlantic Records, Camille Hackney; and senior vice president of brand partnerships at SFX, Jennifer Frommer.
All four chapters can be viewed below, and run a total of 35 minutes overall. Each party discusses what kind of role brands play in today’s music scene, and it’s interesting to see what they all bring to the table, as they serve different roles, from hands-on with the instruments (in the case of Ulrich) to behind-the-scenes. Topics include improving the process, and where it makes sense to invest when it comes to certain aspects of the industry.
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While it is, at times, a lengthy discussion, it’s still fascinating to see all sides come together and eventually see where they end up. Certain examples also arise during the conversation, such as saying “yes” to the right branding opportunity – while at the same time avoiding the ones that don’t quite fit in the partnership.
Considering this panel’s reception, it’ll be interesting to see if Billboard holds more in the future, involving different parties from, again, various areas of the music industry.
Source: Adweek
