The Panel

Marcie Allen
Founder/president, MAC Presents

Lori Feldman
Senior VP of brand partnerships & music licensing, Warner Bros. Records

Marcus Peterzell
EVP of entertainment, Ketchum Sports & Entertainment; head of Ketchum Sounds

Bozoma Saint John
Director of cultural branding, PepsiCo

Russell Wallach
President of media & sponsorships, Live Nation

Sponsorship spending is on a record pace in 2013, and brand deals are reshaping the way music is distributed. Billboard gathered five key players to discuss what's next.

The video excerpt above is from the Billboard Roundtable on Brands & Music from the latest issue of Billboard. Pick up this issue here to read the full-report.

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With sponsorship spending on music festivals, events and tours expected to reach a record $1.3 billion in 2013, according to analytics firm IEG, Billboard gathered five thought leaders -- MAC Presents' Marcie Allen, Warner Bros. Records' Lori Feldman, Ketchum Sports and Entertainment's Marcus Peterzell, PepsiCo's Bozoma Saint John and Live Nation's Russell Wallach -- representing key sectors of the branding and music industries to the Billboard studio in New York to discuss the challenges and opportunities of the future.

As the success of the Jay-Z Samsung deal showed, music sponsorship has progressed well past questions of "selling out" to more of an expected alliance among fans, bands and brands—a model that professional sports has used for decades. And the $139.5 billion that marketers spent on U.S. advertising expenditures in 2012 suggests there are plenty of buckets left to be tapped.

Just how hot is the music industry among brands right now? “We may actually close a deal before this discussion is over,” Marcie Allen says, setting her Samsung Galaxy phone aside for the next hour in hopes that her latest brand client will deliver good news about a pending artist program. And with that, we were off and running in a wide-ranging discussion on the best uses of big data, Miley Cyrus’ MTV Video Music Awards (VMAs) performance and the future of sponsored music distribution.

Today’s video on, the first of four that will be rolled-out on the site over the next four business days, introduces the roundtable’s participants and provides an overview of discussions on where music and branding are heading. Here, the topics discussed, include: the importance of trusting your gut, moving at the “speed of culture,” the growing importance of social media metrics, why Lorde may transcend focus groups and the joy of making up the rules.

Check back with next week when more video highlights from the roundtable's discussion will be broken out focusing on such topics as the importance of big data; the growth of sponsorships in the live music sector; the ramifications of the Jay Z-Samsung deal; using research and focus groups for artist deals; Bruno Mars' upcoming Super Bowl gig; the marketability of Miley; music discovery platforms; the potential of EDM sponsorships; and much more.

 Pick up the new edition of Billboard with the full Brands & Music
report HERE


See MAC Presents' Marcie Allen, Warner Bros. Records' Lori Feldman and Live Nation's Russell Wallach at Billboard's 2013 Touring Conference & Awards Nov. 13-14 in New York City.  (Use promo code 'BIZ13' to get a special discount.)