Leo Premutico has guided some of the world’s most influential brands to overcome challenges, seize opportunities, and create cultural impact, by treating globally renowned musicians as his co-creators. At his agency, Johannes Leonardo, this approach is the secret weapon that shifts their work from stealing attention to earning participation. Leo will showcase why leaving music—the most shared form of entertainment—as an afterthought is a mistake and highlight why the emerging skill for creatives is distilling ideas that strike the right chord with today’s connected, empowered audiences.