Young Guru, the veteran engineer, DJ and producer who has helmed albums by Jay Z, Beyoncé, Fabolous, Alicia Keys and T.I. over the years, among many others, will become the Chief Music Strategist at brand engagement agency The Marketing Arm. The partnership extends to Guru's education, social and tech startup Era of the Engineer, which has provided scholarships and consulting work in the music space for the past five years.
As Chief Music Strategist, Guru will be contributing original music and collaborating on ideas and campaigns with The Marketing Arm's clients, which include Pepsi, State Farm and DirecTV. The Marketing Arm, which aims to connect brands with musicians on campaigns and activations, recently worked on Pepsi's Super Bowl Halftime commercial featuring Janelle Monae, for instance, and spearheaded State Farm's summer-long presence at music festivals across the country.
"I’ve had the opportunity to collaborate with The Marketing Arm in the past and we share a mutual love of innovation,” says Young Guru in a press release. "This partnership is a natural step in our evolution as we look to work to deliver bigger thinking to brands with music at the center."