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Building an Optimal Partnership Between Brands & Bands

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In the ever-evolving music landscape, brand/band partnerships have become more important for all members of the value-chain. Find out what constitutes a successful partnership and the recommended best practices for ideal procurement and execution, while conveying the unique perspective of each participating party.


MODERATOR Daniel Sena VP of Partnership Mktg Universal Music Group

A 14 year veteran of the music industry, Daniel currently serves as the Vice President of Partnership Marketing for Universal Music Group. In this role Daniel works with brands and agencies to develop strategic marketing partnerships, integrating UMG artists, content, live events, social networks, and retail platforms into the brand’s marketing campaign. Over the past three years Daniel has developed successful national campaigns with Heineken, JetBlue, Sony Mobile, Bally Total Fitness, Coors Light, HTC, and more. Prior to this role, Daniel managed UMG’s key west coast digital and mobile accounts, overseeing the day to day business with such companies as MySpace, AT&T, Yahoo, Rhapsody, and Napster. Before joining UMG Daniel spent two years as the Head of Marketing at Immortal Records and six years at Sony Music where he oversaw its west coast retail marketing division. Daniel graduated with a BA from UC Berkeley and MBA from UCLA Anderson.

Daniel Martinez PMKBNC

Brad Haugen Chief Mktg Officer Scooter Braun Projects

As Chief Marketing Officer of SB Projects, Brad Haugen leads the marketing and digital strategy for all artists including Justin Bieber, The Wanted, Carly Rae Jepsen, PSY, Cody Simpson, Tori Kelly and Asher Roth. Haugen’s duties include overseeing social media, sponsorship and digital fan-base management. Haugen also screens potential technology and brand partnerships on behalf of the Scooter Braun brand.

Prior to his current role, Haugen helped lead business development initiatives at Bartle Bogle Hegarty (“BBH”), a renowned creative advertising agency. Haugen’s worked on major global creative campaigns and launches for brands such as AXE, Sprite, Ally Bank, Virgin Mobile, Norwegian Cruise Lines, BMW and Johnnie Walker. Haugen also helped develop and lead new technology and social media initiatives within BBH, including ZAG, the company’s brand invention and venture capital arm.

Haugen attended Washington and Lee University for undergrad and The University of Texas at Austin for his graduate degree.

He currently lives in Los Angeles with his wife Amanda and their dog Mack Brown, named after the head coach of Haugen’s favorite college football team (University of Texas).

Scott McCune VP Global Partnership & Experiential Mktg The Coca-Cola Company

Afdhel Aziz Brand Dir, ABSOLUT Vodka Pernod Ricard USA

As Brand Director, ABSOLUT Vodka, Afdhel Aziz leads communication and sponsorships for the USA. Absolut's recent music initiatives include the groundbreaking partnership with Swedish House Mafia around the 'Greyhound' single and music video (which recieved over 25 million video views to date) and has also extended to their current 'One Last Tour'.

Other recent ABSOLUT music projects include the video music series Encore Sessions from Le Baron in Chinatown, which has included acts such as Little Dragon, Theophilus London, Dan Black, MNDR, Friends and The Virgins.

He has a degree in English Literature from King's College London and a Master's in Media and Communication from the London School of Economics.

A lifelong music fan, he started his career as a DJ and music journalist in his native Sri Lanka, before moving onto working for Procter and Gamble, Nokia and Heineken in London and New York.

He currently lives in Brooklyn with his wife Rukshana, and is finishing his first book of fiction.

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