This session will be a conversation between G.Marq Roswell, renowned music supervisor, and Founder/CEO of TunesMap and Jan D'Alessandro about the elements that make successful brand/celeb and cause/celeb relationships. Fans and consumers all have high bs meters- an ability to tell when something is authentic and when it is not. True partnerships between an artist, celebrity or public figure who really cares about a cause or really uses a product can indeed move the needle, whereas contrived pay to play product placements rarely do. On the same token, cause related marketing campaigns where the brand and the cause are aligned can make a significantly bigger impact than simple check writing.

It's all about authenticity.