Musician Ricki-Lee Coulter to talk collaborating with brands at BE Festival

ricki leeA panel at next month’s Festival of Branded Content and Entertainment is to discuss ways of brands using music and collaborating with artists. The panel will include Australian artist Ricki-Lee Coulter, who will provide her perspective on what makes a successful brand project.

The panel, also includes Roddy Campbell, GM of business development at Universal Music; Greg Tremain, GM of content marketing at MCM Media and Coulter, and will debate why artists are now more receptive than ever to get involved in brand activity, who is doing it well, how they made it work and what we can learn from these examples.

The panel will discuss whether audiences accept brand involvement in content and how artists can avoid being perceived as sell outs.

festival of branded entertainment The panel will also be joined by a brand representative involved in using music for the organisation to be announced shortly. Recent high profile examples include Telstra’s collaboration with Bon Jovi; Coles’ work with One Direction and Status Quo; Samsung and Jay Z; Pepsi and Beyoncé; Volvo & Swedish House Mafia; and Sonos with Deadmau5.

Campbell will share his perspective on how a label can ensure credibility and longevity for its artists when they do get involved in commercial projects, and Tremain will discuss how brands can leverage non-performance based artist content, from behind the scenes footage, interviews, artist lifestyle content and how to make it scalable.

Coulter recently made headlines with her raunchy new video “Come and Get In Trouble With Me.” She has worked with a number of brands, including Cover Girl and Woolworths, and got her break through appearing in the TV show Australian Idol. She has also been a radio presenter on Nova’s breakfast show.

The Festival of Branded Content and Entertainment is organised by Mumbrella’s parent company Focal Attractions. Sessions already announced for the event include a networking session for anyone looking to do business within the branded entertainment community, an examination of real life consumer experiences including Coca-Cola’s Small World Machines and the Daft Punk Waa Waa album launch; TV’s role as a supporting medium; the thinking behind Intel’s short film series;  an examination of native advertising; and the role of Facebook in social integration.


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