Posted by the HIT board
One of the recurring conversations during Advertising Week was the role music plays in marketing programs. Utilizing music in marketing initiatives has helped launch artists’ careers, provided once-in-a lifetime experiences to fans, launched entire festivals sponsored by brands, and more.
That was the focus on a star-studded panel of brand marketers at the “Live for the Applause” panel, sponsored by Live Nation. Moderated by Fast Company’s Tyler Gray, the panel included Paul Chibe, VP Marketing, Anheuser-Busch, Jennifer Breithaupt, SVP Entertainment Marketing, Citi, Chris Holdren, SVP of SPG & Global Web from Starwood Hotels and Resorts, and Russell Wallach, President, Live Nation Media & Sponsorship.
Each of those companies market their brands through music. Anheuser-Busch collaborates with Jay Z to create the Made in America Festival, a successful two-day concert covering a range of genres and artists. Citi works with their rewards program to allow fans unique access to concerts, and also utilizes artists like Katy Perry in special events. Starwood rewards their SPG members with intimate concerts held in their hotels as part of their “Hear the Music, See the World” initiative, where members travel around the world to meet and watch their favorite artists perform.
Below, hear from Paul Chibe, Jennifer Breithaupt, and Russell Wallach on the importance of music in their marketing decisions and connecting with passionate fans.
Tags: Advertising Week, Anheuser Busch, Chris Holdren, Citi, Fast Company, Jennifer Breithaupt, Live for the Applause, Live Nation, Made in America, music, Paul Chibe, Russell Wallach, Starwood Hotels and Resorts, Tyler Gray