Free music is a great way to connect bands, brands and consumers but everything we know about that model is changing, and fast. Momentum New York's Glenn Minerley looks at what smart brands can do to keep innovating and finding beneficial ways to connect people, music and the brands.
Glenn Minerley writes on Billboard about a recent failed music platform launch, saying that brands need to ask "What's my musical purpose" before kicking off major investments.
"This year the World Cup returned to Brazil – the home of rhythm – and marketers found that music is a brand’s best friend. In fact, music may have separated the winners from the losers in the brand competition happening around the actual games," writes NY's Glenn Minerley (VP, Group Director, Music & Entertainment) on MediaPost.
Writing on Billboard.com, NY's Glenn Minerley and Caroline Hoffman discuss how brands need to use data when looking for music artist partnerships.