Sounding off about brands and bands
The Fuse panel on the Spotlight Stage featured Fuse’s Zoe Stainsby, Anna Neville of Tap Management, Renee Broder of TMWRK Management, and Carlsberg’s Milan Shah. The panellists will be looking at the evolving relationship between brands and music artists, and how expectations are changing, both from artists and consumers towards brands, and in terms of what brands want and need for acts. “Artists increasingly expect to be listened to in any brand relationship, and similarly consumers expect campaigns to be authentic and natural,” Broder said.
“We’ll also be discussing what best practice is and the most fruitful and constructive ways that brands can work together, how creative excellence impacts on ROI, and the fact that brands expect much more from artists than they did a few years ago,” Stainsby added. “Brands used to be happy to build awareness through music but increasingly these days, we’re seeing that they want campaigns to shift units, which changes the relationship dynamic considerably.”