Business

AGI Signs With BrandMark For Representation

Jarred Arfa
Myrna Suarez

Jarred Arfa

Artist Group International has signed with the BrandMark Agency, a wholly owned sponsorship and branding business run by DWP’s evp Maureen Valker-Barlow who will now serve as president of BrandMark.

AGI is the first major signing for BrandMark and will work with AGI to align strategic partnerships, endorsements, tour sponsorships and media opportunities that support the diversity of their roster. AGI is led by chairman Dennis Arfa with a roster that includes Billy Joel, Metallica, Rod Stewart, Def Leppard, Mötley Crüe, Hall & Oates, Neil Young, Elvis Costello, among many others.

Jarred Arfa, newly elevated chief operating officer for AGI, commented “AGI President Marsha Vlasic and I have long sought the right strategic partner in the branding and sponsorship sector for our prolific roster of talent, and we have now found that in Maureen and her team at BrandMark. Maureen's track record of success in representing brands, artists, and major music festivals speaks for itself and is very unique. We are thrilled to be able to offer these additional services to our clients, who will be able to utilize brand / commercial relationships to enhance exposure for their tours and other projects, as well as providing them additional financial opportunities.”

AGI agent tells Billboard Pete Pappalardo “Having a strong partner in the branding and sponsorship space has become increasingly important as artists look for ways to not only increase their revenue potential, but build their profile. BrandMark will be a great addition to the AGI Family. I am excited to work with Maureen and her team.”

Valker-Barlow joined DWP in 2019 after holding various sales roles at record labels and at agencies with clients that include Anheuser-Busch, BMG, Bushmills Irish Whiskey, Cantu Beauty, Jack Daniel’s, KAMP (K-Pop Festival), Kona Brewing Co., Manic Panic, Proof Media Mix, Rockstar Energy Drink, Shelter Music Group and Zenni Optics, among others.

"Since joining us 18 months ago, Maureen has turned an in-house department into a fully functioning business entity. Giving her the freedom to plot BrandMark’s course in conjunction with our festival needs was a natural extension of her leadership and business skills," says DWP chief executive Danny Hayes. "Her ability to generate business and create opportunity for our partners during COVID-19 encouraged Danny Wimmer and me to invest in this next logical step of Maureen’s career."

Valker-Barlow has also secured and executed artist sponsorships for talent such as Excision, Future, Kaskade, Lil Yachty and Slipknot, among others and began almost 20 years ago when in 2002 she was a chef on the Vans Warped Tour, catering to touring musicians and staff. After quickly realizing the business of music was her path to personal growth and success, she transitioned through various sales roles at record labels and agencies before landing in her role at DWP.

Arfa adds"They're basically representing us for all branding and partnerships deals. We have never had a division of the company that did that before. We've wanted to be in this space, but we're always cautious about bringing somebody in, but once the pandemic hit we re-elevated our position and decided we wanted to be proactive. Maureen can bring new relationships and opportunities to our clients and she has a strong track record in music and we are thrilled to work with her."

Courtesy of BrandMark
Maureen Valker-Barlow

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