Has the music & brand partnership space become too crowded, too transactional and…to put it bluntly…ineffective? In a world saturated with entertainment content and a plethora of brands clamoring to be heard, how can a brand achieve genuine cut through?

For today’s most progressive brands there is a real opportunity to drive a sea change in the partnership value chain, one that that puts the strategic ‘why’ before the more commonly considered ‘how and what’ of a music alignment.

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