In a crowded music landscape, artists are branching out beyond traditional distribution channels to explore modern partnerships with brands and new monetization options. While some brands working with musicians can restrict the creative process, Troy Carter, founder of Q&A, the Atom Factory and formerly Head of Creative Services at Spotify, and Damian Bradfield, Chief Creative Officer of WeTransfer, focus on fostering musicians’ growth. Drawing from experiences working with artists like Lady Gaga, John Legend, Lykke Li, and FKA twigs, they will explore why brands need to focus on identifying and shedding light on the stories behind each artist, embracing the uniqueness and goals of each artist, and maintaining artistic integrity and authenticity throughout the partnership.