Since joining Atlantic Records in New York City in 2010, Mara Frankel is now Senior Creative Director, Brand Partnerships. She is responsible for cultivating strategic partnerships for the label’s diverse roster of artists across categories including ambassador programs, commercial licensing, paid social media, video product placement and more, as well as label-wide activations (Grammys, Coachella, SXSW) and other third-party artist revenue opportunities. Additionally, she is lead data analyst and designer on all brand partnerships pitch decks and assets. She has worked on a wide scale and scope of deals with artists like Hayley Kiyoko, Charlie Puth, Lizzo, SuperDuperKYLE, All Time Low, and companies including LG, Ugg, Benefit Cosmetics, Victoria’s Secret, Express, W Hotels, and more. Through Atlantic, Mara serves MyMusicRX Champions Board, a platform of the Children’s Cancer Association that brings music therapy to hospitalized children.
Prior to her job at Atlantic Records, she was a publicist for small labels and successful independent artists. In her spare time, she is a producer for an immersive theatre company in Brooklyn. Mara has hosted events for Atlantic Records including The Warner Sound @ SXSW and Big Beat Happy Hour, and she has been featured on Bustle, Brooklyn Paper, and more. Her name is pronounced like “marathon”, and her hair is now blue.
[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]
Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.