Why Music Is Never “Safe” for Brands

Mar 16, 2017

3:30pm – 4:30pm CT

Brands love pairing with music, but what’s a brand to do when the music leading pop culture has an edge that doesn’t mesh with the brand? Some artists often veer into “unsafe” topics for brands, but the fans of those artists are the same people the brand wants to reach. How does a brand navigate risqué or political lyrical content? Is it more difficult in the current cultural climate? What’s the difference between brands appropriating music versus providing support for artists? A panel of industry experts will discuss the challenges brands face when trying to impact culture and multicultural audiences and try to balance corporate conservativism with cultural authenticity.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Joi Brown

Atlantic Records

Glenn Minerley

Momentum Worldwide

Vanessa Satten

XXL Magazine

Daniel Sena

Interscope Records

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