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Music, Brands and Culture: Creating a Win/Win for All

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16:00 - 16:45
Melkweg (M6 Panel Room) | Lijnbaansgracht 234A, Amsterdam

Music, brands and culture: creating a win/win for all. The relationship between the music industry and brands is rapidly changing. Most artists today will have already built a brand, a look, a style and a following for themselves when looking to work together with a brand or label. They are independent entities, rooted in the power of their own brand and deep understanding of the culture they move within. Leila Fataar, the outgoing head of culture and entertainment at Diageo and former marketeer at Adidas, Edelman and her own boutique communications agency, has been working with brands for over twenty years. She builds cultural value for brands by breaking new ground through empowering the natural fit connection between brands and cultural voices and pioneers for mutual benefit. Her keynote at ADE Beats highlights some music specific case studies, her unique vision on how brands that aim to be part of a culture, also need to positively contribute to it, and the successful strategies she has developed within this context. At ADE Beats Fataar will introduce her newly launched venture Platform13 that is founded on this philosophy.

Leila Fataar (founder Platform13, GB)

Moderator: Stephanie Afrifa (NL)

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