The ‘Brand’ New Patrons
Thursday, March 17
2:00PM - 3:00PM
Austin Convention Center
531 E 4th St
Are brands the new art patrons?
Brands have gone beyond traditional sync licensing & sponsorship deals to work directly with artists in more collaborative, integrated & creative ways exposing artists to new audiences & providing resources that the traditional record deal might not otherwise provide. As a result, the brand-artist patronage has emerged as a viable revenue stream amidst dwindling sales and touring revenue.
This panel will talk about the shift in attitude toward commercialization of artistry, the brand-artist relationship & ways the evolving partnership landscape benefits artists, brands & fans alike in ways that extend beyond what the traditional record deal provides.
Next Big Sound
Alex White co-founded Next Big Sound in 2008, while in his last semester at Northwestern University. The analytics service measures daily music consumption and purchase decisions around the globe. ...Show the rest
Alex White co-founded Next Big Sound in 2008, while in his last semester at Northwestern University. The analytics service measures daily music consumption and purchase decisions around the globe. From Facebook fans to sales, Next Big Sound combines artist activity with context to help the modern music industry make decisions.
White and his co-founders have been featured in Billboard (10 best music companies) New York Times, CNN, Forbes (30 under 30), Techcrunch, BusinessWeek (25 under 25) and more.
Next Big Sound works with thousands of customers, from individual artists to major labels, and licenses two charts to Billboard magazine. In 2012 the start-up announced a $6.5 million dollar series A financing from IA Ventures, Foundry Group, SofttechVC and other notable angel investors.Hide the rest
Dir, Licensing & Music Partnerships
Craig leads the music partnership division for VL Group where he leverages his over 11 years in the music industry to build deep relationships with labels, management and artists. Combining these r...Show the rest
Craig leads the music partnership division for VL Group where he leverages his over 11 years in the music industry to build deep relationships with labels, management and artists. Combining these relationships with technology is what allows VL group to create impactful and unique music experiences for clients such as Shazam, Billboard, Live Nation, Ticketmaster, and Pepsico that increases engagement and drives sales.
Craig got his start working at SiriusXM and Little Steven’s Underground Garage (LSUG). In his time there, he oversaw brand activations with LSUG’s B2B partners including Rolling Rock, Dunkin Donuts, Pepsi and Hard Rock Café Craig also produced stages at events such as Hard Rock Calling, Save CBGB’s, SXSW, ByLarm, and Cannes. He’s also been an artist manager and started two labels with LSUG. In addition to his experience with LSUG, Craig was the long time producer of radio shows for Andrew Loog Oldham, Joan Jett and Little Steven Van Zandt.
His experience and passion has made Craig a thought leader in the industry, speaking at top-tier industry conferences such as Music Biz and SXSW. Craig often speaks about the intersection of technology and music and its vital importance as the industry continues to experience shifts.
Craig is a card-carrying member of the Grammy Association and NY MusicTech. He’s received his Bachelor of Science degree in Communications from Ramapo College. When he isn’t working, you’ll probably find him watching or playing hockey, catching up on his Netflix queue (who isn’t), studying French or attempting to cook the perfect frittata.Hide the rest
Jeff Tammes started at Cornerstone 15 years ago in its New York flagship office, as one of the original members, where he launched and continues to lead the 'Create' division. Today, that division ...Show the rest
Jeff Tammes started at Cornerstone 15 years ago in its New York flagship office, as one of the original members, where he launched and continues to lead the 'Create' division. Today, that division has grown across the agency's four offices worldwide, which includes New York, Los Angeles, London and recently opened in the spring of 2015, Sao Paulo. Tammes is also instrumental in the agency's 'Amplify' division, which complements the agency's creative work with digital, experiential, social, and public relations.
Cornerstone first built its reputation in the music community where its integrated approach and understanding of emerging culture was relied on to support the careers of artists. Tammes has been instrumental in its evolution to a multi-discipline agency that is now relied on by blue-chip brands to shape their positioning and story. Supporting the music community remains a vital part of Cornerstone and as such, Tammes has led pioneering music strategies for multiple brands that have shifted the paradigm of how artists and brands can work together. In 2007, he worked to create Mountain Dew’s Green Label Sound platform that the New York Times credited with “filling the void in the beleaguered music industry” and Dave 1 of Chromeo said “totally sets the blueprint of how bands and brands should work together."
In 2006, he executive produced the Grammy-nominated original song “Classic (Better Than I’ve Ever Been)” featuring Kanye West, Nas, KRS-One & Rakim as part of a campaign celebrating the 25th Anniversary of Nike’s Air Force 1 sneaker. He then later worked on the launch of Converse’s Three Artists. One Song and executive produced its first original installment featuring Julian Casablancas, Pharrell & Santigold. In 2007, Tammes Was named Brand Marketer of the Year by PR News. Other awards garnered by Tammes’ campaigns include Gold W3 (Bushmills), Gold W3 (Johnnie Walker), Gold W3 (Converse), Gold Digiday (Coca-Cola), and more.