Whether it's an established band trying to reach the widest audience possible, or a developing act trying to use TV to gain crucial exposure, brands more than ever are a major part of conversations in the music industry.
Synchronization licensing for film and TV music generated $322 million in 2013, further reinforcing the idea of brands powering a new form of radio.
And with $1.3 billion in sponsor spending on live music and events to date in 2014, brands are also the music industry’s new bank, in some cases literally.
JPMorgan Chase's head of sports and entertainment marketing Steve Pamon was one of six panelists who recently joined Billboard for a candid discussion on the many driving roles that brands play in today's music business.
Joining Pamon were Lars Ulrich, drummer of Metallica;
Also in attendance were; Patience Ramsey, vp of music and cultural experiences at Translation; Jonathan Daniel, founder of Crush Management; Camille Hackney, executive vp, brand partnerships and commercial licensing at Atlantic Records; and Jennifer Frommer, senior vp of brand partnerships at SFX.