Brands looking to team up with bands and artists need a “music strategy at heart” according to Jack Milligan, head of branded experiences at music streaming site Spotify.
Speaking on a panel at Advertising Week Europe, Milligan said that in order for brands to approach a tie-up within the music industry they should have a strategy employed in the long term as opposed to a one-off collaboration. “Brands need to do something that continues so they can get so much more out of it,” he said. “The more the artist gets behind it the more engagement you see.”
Charles Fitzgerald, head Read full story ›
Source: The Drum
Industry News