Our industry is ever evolving and when it comes to partnerships, the brand sponsorship model is no exception. A collaborative marketing approach is now vital for brand marketers and agencies. Sensory experience company Listen and its client Microsoft have innovated their approach to collaboration and amplified its reach by redefining what collaboration means and what impact it can have. In this presentation, Listen and Microsoft will talk about how they collaborate and work together to empower culture though unique and innovative experiences, rather than chase it through traditional sponsorships. Working with innovative technology, Listen develops exciting physical and digital experiences for fans, bringing sound to life and celebrating forward-thinking artists who are transforming the way we experience music. Additionally, they will go over their four main phases and demonstrate how they establish product truth and strengthen connections to consumers by going behind the scenes on projects with Childish Gambino, St Vincent, Brian Eno, Martin Garrix, and Lauv.