This is the archived SXSW 2012 schedule. Please see the current schedule here.

The Ups and Downs of Band/Brand Relationships

#sxsw #brandrel

Once considered taboo for many groups and artists, creating branding and marketing initiatives between labels/bands and outside companies is now an established and widely implemented strategy of the music industry. What are the right and wrong ways to approach branding and marketing with bands in 2012?  



MODERATOR Ann Powers NPR Music

Jennifer Czeisler Licensing/Spec Projects Sub Pop Records

Jennifer Czeisler serves as Vice President of Licensing for Sub Pop Records. She is responsible for all music licensing at Sub Pop, which includes licensing recordings for films, television shows, commercials, videogames, and soundtrack album projects. Jen works closely with music supervisors to pitch music, and handles the negotiation of license fees and terms after music is selected for a particular project. One of Jen's most well known music placements was the use of "New Slang" by The Shins in the Garden State movie and soundtrack album. Other high profile placements of hers include Iron & Wine in the Twilight film and soundtrack album, Fleet Foxes in Big Love and CSS for an iPod Touch commercial. As an attorney, Jen also handles various aspects of the Business Affairs department at Sub Pop, including drafting and negotiating recording agreements with artists, foreign distribution agreements, and live performance agreements for Internet streaming use and other music related promotions. Jen received her B.A. in International Studies from the University of Washington in 1992 and her law degree in 1997. In addition to her role at Sub Pop, Jennifer pursues her passion for music by performing in Pixies cover band No. 13 Baby, as well as performing as co-lead vocalist in My Favorite Girl.

Jeff Tammes EVP, Creative & Strategy Cornerstone

With nearly fifteen years of marketing experience, Tammes created Cornerstone’s Creative & Strategy Department ten years ago. Excelling at marrying brands and music, Tammes has designed the music strategies for such A-list brands such as Converse, Mountain Dew, Nike, Kia, Diageo, Pepsi and Unilever.

Josh Berman Label Mgr Warp Records

A Los Angeles native, Josh Berman grew up playing the drums and percussion in jazz, rock and classical groups throughout high school. He went on to study Studio Music & Jazz Percussion at the University of Miami. Returning to LA in 2002, Josh began his career on the business side of the music industry as a marketing intern in the Jazz department at Warner Bros. Records, working with some of his idols including Brad Mehldau, Joshua Redman, Pat Metheny and Brian Blade.

Berman moved to New York City in 2004 to work at WBR’s boutique imprint Nonesuch Records, where he started as a marketing coordinator, which eventually lead to running the international marketing dept., liaising with global Warner Music affiliates from Japan to Brazil, and promoting artists as diverse as Steve Reich, Ali Farka Toure, David Byrne, Wilco, The Black Keys and many more. In March 2009, he took the plunge into the independent label world, becoming US Press & Marketing Manager for iconic British label Warp Records. In September 2011, Josh became the Label Manager for Warp Records North American operations.

In the past 3 years, Berman has overseen press, marketing, promotion and brand development for progressive artists including Flying Lotus, Battles, Grizzly Bear, Brian Eno, Autechre and many more. He currently lives in Brooklyn.

Jazmine Valencia The Island Def Jam Music Group

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