Using Music to Sell Other Stuff

People may not think that brands and music go hand-in-hand like peanut butter and jelly, however, music is used daily as a way to enhance sales for many companies through TV commercials, television shows, feature films, consumer electronics, video games, toys, beauty products, food & beverages, and more. Hear how artists and brands come together to collaborate in business without affecting the integrity of the music.

Presenters

MODERATOR

Ken Hertz

Sr Partner

Hertz Lichtenstein & Young Media Law

Ro Shon Fegan

Music Producer/Recording Artist/Songwriter

Rotate Music Group

January 29, 2014 - The young triple threat CEO RO SHON of Rotate Music Group has gained worldwide attention in over a 137 countries as a young television star for seven years, 22-year old Los Angeles native music producer/artist, Ro Shon Fegan is transitioning from his young image with a more mature look & sound which was recently seen at the 56th Grammys Red Carpet. In addition to making his own music, Ro Shon electrified viewers on Season 14 of Dancing with the Stars with his signature dance moves.

Ro Shon's brand is growing even bigger, producing songs for Hasbro has proved your music doesn't have to be on the radio to make money. He's also honed his production skills and has become a budding collaborator, producing tracks for Britney Spears and Wiz Khalifa. Ro Shon stated in his interview with KTLA: “Music is something I’ve done all my life. But I haven’t really taken that step to [say], ‘Here I am!’ So now I’m taking those steps and people are hearing the songs I wrote and produced myself.”

On Grammy day of 2014, Ro Shon talks on the Red Carpet about the release of his debut single, “Bout That.” The next morning it was on Hot Morning 93.7 within hours of its release, and setting the Twitter world abuzz.

Later that week @JOJOWright from 102.7 KIIS FM Los Angeles talks on air with RO SHON about his new single “Bout That” and buys it on iTunes.

"Bout That" single is now available on iTunes

Ro Shon releases his upcoming single, “Bout That”, an up-tempo Urban, R&B and Pop - Written, mixed, and produced by the 22-year old Los Angeles native singer, “Bout That” shows fans that his passion for music remains strong. He tells KTLA during an interviewthat making his album without a major record label,

“…gives me complete freedom and creative control.” Whether it’s his fresh rhythmic beats, his melodic lyrics, or his catchy hooks, Ro Shon has proven one thing: he has grown into a young triple threat talent who knows what he wants as a music producer, songwriter, and recording artist.

While Ro takes pride being a triple threat he believes that songwriting and producing music defines himself best "it's true artistry" —“I think the extremity is within the music, within the passion. If you love it and you work hard enough, I think the proof is in the pudding. If you have great music, it’s going to be heard.”

Ro Shon Fegan
Triple Threat - Recording Artist, Music Producer, Songwriter
CEO/Rotate Music Group

Gina Collins

Chief Mktg Officer

Build-A-Bear

Gina Collins, Entertainment Marketing, North America, The Coca-Cola Company: Gina Collins has worked for The Coca-Cola Company for twelve years. She has held positions covering Europe, Africa, Eurasia, and the Americas allowing her to develop a multi-cultural view of global business. Further, she has a diverse professional background as she has held numerous positions throughout her career in various fields including: technology consulting, strategy and planning, merchandising, marketing procurement and strategic marketing. In her current position, she leads Entertainment Marketing for the North American Business Unit, which includes the development of national programs as well as the execution of Coca-Cola's marketing strategies, and management of platforms and talent. Gina holds a Bachelor's Degree of Business Administration and a Master's of Science in the Management of Technology.

Brian Frank

EVP Mktg & Strategy

Warner Bros Records

Brian Frank started his music career behind a drum kit. Realizing that he was better at talking music than playing it, he soon began promoting shows and managing bands in New York City. His over 15 years of experience also includes stints at major labels (Interscope, BMG, Atlantic and Capitol), music related companies (Beats By Dre, Ticketmaster and Soundbreak) and music consulting (Clear Channel, Ticketmaster and others). Throughout the years, he has had the honor of working with blink-182, Tori Amos, Weezer, Rise Against, Dashboard Confessional, Bad Religion, Blind Melon, Sugar Ray and others. He also holds a BA and an MBA from Columbia University.