Emmanuel Seuge & Joe Belliotti
Head of global entertainment and sports marketing; entertainment marketing director
Power Move: Taking Coca-Cola from music sponsorships to the music business, with a strategic partnership with Spotify (plus a 10% stake) and three new divisions managing rights and royalties on its existing music.
Rundown: If 1928 was a defining year for Coca-Cola when it first became a partner with the Olympics, then Emmanuel Seuge wants 2012 to be remembered as the year when Coke joined forces with Spotify. After announcing a strategic partnership in March, the two companies eventually revealed that Coca-Cola had become a minority investor (taking a 10% stake) and will play a key role helping the online firm expand to other territories, with Latin America a key target.
“This is going to be one of the most exciting years for the music industry because of what’s happening in the streaming business,” says Seuge, Coca-Cola’s head of global entertainment and sports marketing.
Coke’s sponsorship budget topped $250 million in 2012, with Seuge and entertainment marketing director Joe Belliotti making music a central part of the company’s Olympic tie-ins, using an original Mark Ronson song to anchor its Move to the Beat campaign. The song was re-created more than 3 million times by consumers through a mobile app and adapted by recording artists in 20-plus territories, inspiring Coca-Cola to launch three different divisions to collect royalties and manage rights and revenue on its previous music.
Look for Vitaminwater, Sprite, Fanta and Coke Zero to bring more music into the company’s marketing in 2013—as well as Diet Coke, which just named Taylor Swift its spokeswoman. “Joe’s teams have created a music-strategic framework for [us] as our markets around the world leverage music,” Seuge says.
Emmanuel Seuge & Joe Belliotti photo by Adam Komich