As the 10th annual Advertising Week draws to a close in New York City, Billboard polled 12 notable music industry execs who touch the intersections of music, advertising and licensing about notable trends for 2014. From the five panelists who participated in Billboard’s music and branding roundtable last week, to the eight executives who discussed additional issues with Billboard’s Andrew Hampp during an Advertising Week program dubbed “The Sellout,” here’s a look at what we might be talking about come next September.
Marcie Allen, founder/president, MAC Presents: “Music sponsorships in North America will pay artists and record labels more than Pandora, Spotify and YouTube combined.”
Lori Feldman, senior VP of brand partnerships and music licensing, Warner Bros. Records: “The music business has seen its darkest days. I see nothing but tremendous possibilities, great ideas and extraordinary music that will continue to inspire people.”
Marcus Peterzell, exec VP of entertainment, Ketchum Sports and Entertainment, head of Ketchum Sounds: “Decrease in music download programs, increase in indie artist programs, artists having larger creative role in brand programs.”
Bozoma Saint John, head of music and entertainment branding, PepsiCo: “Branded content will no longer be king — it will be a dictator. All parts of the process — artists, agencies and brands — will be demanding more creative, authentic and unique collaborations. And hair bands will make a comeback, pretty please.”
Harvey Leeds Owner, Headquarters (former senior VP-artist development at Sony BMG): “More brands actually signing artists direct like the Red Bull model. Also, see culture and genres colliding, like ‘hick hop.”’
Peter Gannon senior VP – executive music producer, McCann: “I think the [campaign] work’s getting better, and artist partnerships will be about urging people to be more creative rather than just paying for a song or your appearance.”
Charlie Feldman, VP – writer/publisher relations, BMI: “From an audio standpoint, digital and streaming will get more traction. What some of the pioneers like Michael Eisner are doing, you’ll see a lot more of which is migrating to the web for visual entertainment.”
Gabe McDonough, VP – Music Director, Leo Burnett: “We’ll see further iterations of brands really releasing album, but also what’s the next thing after that. We’re also seeing a lot more genres bleeding out from where you might have traditionally put them before — country music in spots that aren’t just about trucks and stuff, or Latin music in spots that are aimed at everybody, even with Spanish language.
Kenny Ochoa, senior VP – creative sync licensing, Warner Bros. Records: “The common thread has been more partnerships and more engagement as the bridge comes together. I actually hope I don’t know what it is now. That’s the beauty of what’s going on with advertising, brands and also the music business. We don’t know, but there’s some great stuff that’s gonna happen.”
Tommy Page, VP artist partnerships and events, Pandora: “Consumer behavior and where people are consuming music will be a little different as internet radio is growing. Once we get Pandora in cars, that’s gonna be a game changer — when wi-fi is in the dashboard and you just hit the button.”
Ash Pournouri Owner & Founder, At Night Management (Avicii, Cazzette): “The digital era will keep developing — that will be a big topic driver across the board with music intersecting with digital. We’ve made very clear that we believe in streaming being very accessible in the future and becoming what actually drives sales in different ways. Seeing as I work toward getting the corporate world more involved in what we do, I think that relationship will also develop more and more.”