It's pure coincidence that Marcie Allen's biggest achievements in music and branding during the past year all happen to involve phones. Between helping Keith Urban and Samsung Infuse host private dinner events with fans on Urban's summer tour, connecting BlackBerry with the Foo Fighters to host a series of 50-person shows in fans' garages and pairing Katy Perry and Maroon 5 with Windows Phone 7 for two exclusive launch events, Allen helped mobile marketers put a personal touch on their music messaging in 2011. "Brands are more willing to take more risks than they were a couple years ago," says Allen, who started MAC Presents in 2004. "Some artists didn't want to be known as selling out, but to me that's completely gone out the window. Now it's about, 'How do we sit down with this brand to figure out a way to partner together on the release of our new album?'" The partnerships yielded big results: Urban's campaign for Samsung Infuse alone garnered 97 million press impressions and more than 31,000 Facebook likes.