midem logo

Power Players

No. 16
Emmanuel Seuge

Head of Global Sports and Entertainment Marketing
Twitter: @manuseuge
Teaching The World To Sing...

In the 2012 music business, brands are the new banks. And Coca-Cola is music's biggest bank. Between the Olympics, its continued sponsorship of "American Idol" (estimated to be worth $30 million annually), ongoing event sponsorships and a global artist discovery program led by Music Dealers, Coke will likely spend upwards of $200 million on music-related programs in 2012, and as Coca Cola's head of entertainment and sports marketing, Emmanuel Seuge is the man holding the bankroll. In 2010, he tapped K'naan's "Open Happiness" as its theme song for the FIFA World Cup, and the song became a hit in more than a dozen countries as a result. This summer, he aims even higher with Mark Ronson's Olympic anthem (featuring U.K. Singer Katy B), which is at the center of Coke's $150 million global sponsorship of the 2012 London Games. Look for other global music deals to pop up in the wake of Coke's recent assumption of a minority stake in licensing firm Music Dealers. Even the holidays are top music priorities for Seuge, with acts like Train and Natasha Bedingfield signing up to sing festive single "Shake Up Christmas."

Order the special edition Billboard Power 100 issue, printed on glossy stock with lavish original photography (available now).

What do you think of the 2012 Billboard Power 100? Sound off in the comments area of the Letter From the Editor page, where the criteria is explained.

« PREVIOUS: Randy Phillips | NEXT: Frank Cooper »