Mumbrella360 video: Brands and bands – building a profitable value exchange

In the latest of a series we present highlights from the 2015 Mumbrella360 conference.

Mumbrella360_Brands and bands_opening screen
In this presentation, Wylie Fowler, general manager, Octagon Australia is joined by John Wardley, CEO Authentic Entertainment, and Anthony Ackenhoff, CEO and cofounder Frukt, to discuss the many new alignment and partnership opportunities between brands and musicians – creating a mutually profitable and beneficial value exchange, in this highlight from the 2015 Mumbrella360 conference.

Mumbrella360_Brands and bands_Justin Timberlake screen shot

Timeline of session:

  • 0:00 Introduction by Wylie Fowler, GM of Frukt with John Wardley, ex Coca-Cola and Reebok, and Anthony Ackenhoff, CEO and cofounder Frukt.
  • 2:50 The notion of selling out – valuing partnerships and changing perspectives
  • 4:20 When a band and a brand work together who gets what from whom?
  • 5:00 Working out the benefits after the partnership is over; it’s about more than cash
  • 5:20 Partnership advice from Steve Jensen (Katy Perry’s manager) and Johnny Wright (Justin Timberlake’s manager)
  • 5:36 Partnerships add value, equity or partnerships for artist whose careers no longer lie in making money from music
  • 6:40 90% of artists want to reach new audiences when looking at brand alignment
  • 7:40 Benefit charts showing who gets what [visual]
  • 8:38 Earned media revenue
  • 10:06 “We are absolutely bored with talking about millennials”
  • 11:00 Generation edge: Who are the next group of people coming through
  • 12:15 The Sound Docs: who is Gen Edge?
  • 16:41 Key trends in the Gen Edge space
  • 17:00 Digital oxygen, story-telling and self-preservation
  • 19:50 How do brands tap into the ethos of the new generation?
  • 20:50 Social change and the role it plays
  • 21:50 The Underground subculture is dead; it’s been hijacked by brands
  • 24:08 The celebrity of ‘me’: how brands help consumers become celebrities
  • 27:00 Five artist myths we need to debunk
  • 28:00 Jay Z and Reebok: a partnership to suit a disinterested client
  • 32:00 Myth: the brand manager knows what they’re talking about
  • 33:09 Myth: Brands have the right to play music: Guns N Roses case study
  • 35:17 Myth: The artist is all we need: Justin Timberlake case study
  • 38:20 If you keep it simple it’s generally going to be better
  • 39:00 Presentation concludes. Questions from the floor.

Visit the Mumbrella360 website via this link.

Video edited by 90 Seconds cloud video production

Mumbrella360 takes place between June 7-9. Early-bird tickets are now on sale until April 15, offering savings of up to $700. See sessions announced so far and book your place here.



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