RICH LEHRFELD, 47
Senior VP Global Brand Marketing & Communications, American Express
Last Year's Rank: 65
Looking to give fans new ways to experience artists -- and vice versa -- Lehrfeld, whose 2015 music spend is estimated in the $25 million to $50 million range, launched American Express' Unstaged live-stream music series. The Taylor Swift video alone amassed 1.4 billion YouTube views as well as an Emmy, but Lehrfeld says he also is aiming for an experiential payoff: "creating memories."