295: Understanding the World of Brand and Music Partnerships with Columbia Records’ Jennifer Frommer
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Jennifer Frommer) is the Senior Vice President of Creative Content and Brand Partnerships at Columbia Records, a division of Sony Music.

In this episode, Alan and Jennifer discuss how she broke into the music industry, the brand partnerships she's worked on, which includes products like Beats headphones and musicians like Lil Nas X, Beyonce, Adele, and many others. The brands she's helped partner with include Tiffany & Co., Jaguar, Taco Bell, Pepsi, Samsung, Microsoft, Google, and many more. Needless to say, Jennifer believes the future of differentiating your brand comes with partnering with the musicians and artists your customers love.

Later in the show, they discuss brand partnerships and collaborations, how they work, what works best for brands, how to work with artists, and how those artists' collaborations come together. Listen to find out more about the world of marketing and music.

In this episode, you'll learn:

• The creative, organic integration of brands and music
• The advantage of brands partnering with musicians
• The keys to success for a brand and an artist collaboration

Key Highlights [01:36] Working with Lil Nas X

• [04:12] Getting to be SVP of Creative Content Brand Partnerships
• [06:40] Miracle Whip and Lady Gaga
• [09:34] Lil Nas X and Taco Bell
• [10:32] The current state of branded partnerships
• [12:53] What success looks like
• [20:10] Which brands are executing partnerships well
• [23:49] The importance of mutual trust
• [24:44] An experience that defines Jennifer
• [25:37] Jennifer's advice for her younger self
• [26:40] What marketers should be learning more about
• [27:41] The brands and organizations Jennifer follows
• [28:31] The biggest threat and opportunity to marketing today

Resources Mentioned:

• Jennifer Frommer)
• Columbia Records Artists)
• Jennifer's LinkedIn Post on Putting Together Deals for Lil Nas X) (Links to work included)
• Jimmy Iovine) & Interscope Records)
• SPIN Magazine)
• Tyler the Creator Coca-Cola Commercial)
• Lil Nas X is now Taco Bell's Chief Impact Officer)
• Balenciaga & Simpsons Brand Video)
• Balenciaga & Fortnite Collaboration)
• AriZona Iced Tea stays current) (Eater.com))
• Taco Bell's Feed the Beat)

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