By Staff Writer

Brands have always wanted to weave their stories into popular culture: something only accelerated since Red Bull’s Stratos jump and the move towards culturally relevant branded content. On the opposite side of the coin, musicians and artists are reaping the rewards of such partnerships, allowing them to create bigger, better experiences.

At the forefront is DJ and producer David Guetta, who is no stranger to partnerships having worked with brands including Coca-Cola and Tag Heuer to create brand-sponsored entertainment.

With advertisers increasingly seeking more inventive ways to position themselves, music can offer the perfect opportunity for creative tie-ins, harnessing emotion and bringing Read full story ›

Source: The Drum