By Nesh Pillay

I was working for Jimmy Iovine at Universal Music Group in 2002, managing the company’s strategic partnerships with brands, most notably Coca-Cola. I can clearly recall a meeting with Coke’s President, Steven Heyer, during the late fall of that year where he referenced a new $40+ million investment during the second season of “American Idol.” We were all stunned. But the show was a run away hit from nearly day one and brands like Coca-Cola were desperate to tap into its cultural and musical zeitgeist to reach the widest possible audience. And “American Idol” was IT. And Read full story ›

Source: The Drum