Name: Rio Caraeff
Title: Vevo president/CEO
Panel: With the Brand: When Companies Boost Content (Thurs. March 4, 9:35 am - 10:20 am). More info at Billboardevents.com.

Billboard.biz: Fill in the blank: Money is...
Rio Caraeff: Money is what I really want to provide to all of the artists, songwriters and content owners who help to grow Vevo.

At this moment in time, what most worries you about the music business?
In my opinion, it is still too difficult for entrepreneurs and investors to invest and take risks in developing new business models and services around music which is critical for the future health of the business.

What most encourages you?
I am more optimistic about the future than ever before, in large part because there has never been such a great opportunity to develop new music experiences that bring more music to more people in more places.

What's the last album you bought?
Crazy Heart, Original Motion Picture Soundtrack.

What's the most important lesson you've learned while navigating your way through the recession?
That the market is cyclical and that when times are great and prosperous, it is important to remember the time when things were not so great - which should help keep you grounded in some form of reality.

What are the most important trends that have emerged in music branding during the past year?
More social consciousness, enveloped within music and marketed through brand affiliations. Wil.I.Am has really been a pioneer in this area over the past year.

Which brand categories are most likely to ramp up spending on music branding campaigns?
Telecom/wireless (networks and devices) companies I think will ramp up music branding the most.

What was your favorite music branding campaign of the past year that you weren't involved in?
I liked the We Are All Fans campaign that NARAS did with the recent Grammy campaign involving social media. The YouTube Lady Gaga covers were the best.

For more info on this year's Music & Money Symposium, presented in association with Loeb & Loeb, visit Billboardevents.com. For more Better Know A Panelist Q&As click here.

Questions? Comments? Let us know: @billboardbiz

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