U2’s $100 million deal with Apple was just the latest bombshell in the shifting landscape of how artists make money. Six visionaries- from Metallica’s Lars Ulrich to Chase’s Steve Pamon- talk about what’s working, what’s not, why a Coke Zero concert in Antarctica makes sense and how the industry can catch up to sports’ $12 billion gold mine.Jonathan Daniel, Camille Hackney, Jennifer Frommer, Steve Pamon, Lars Ulrich, and Patience Ramsey photographed by Eric Ryan Anderson at the Billboard Studio in New York City on September 9, 2014.
Lars UlrichDrummer, MetallicaThe drummer of Metallica is the most outspoken member of a band that played Antartica’s first-ever rock concert in 2013 with some help from Coke Zero. “If you think back 20 to 30 years ago — remember when The Who got in bed with [Schlitz Beer] for a U.S. tour, and they got a lot of shit for it in Rolling Stone magazine? At that time, they were venturing into a territory that was unexplored. It’s a different time now.”
Patience RamseyVP music and cultural experiences, TranslationRamsey plays a key role in Budweiser’s Made in America festival — featuring Kanye West– as well as Anheuser-Busch’s $15 million-plus Super Bowl ad spend.
Steve PamonHead of sports and entertainment marketing, JPMorgan ChasePamon joined Chase in 2011 after stints with the NFL and HBO, and locked in Jay Z and Beyonce’s On the Run stadium tour with $4 million.
Jonathan DanielFounder, Crush ManagmentDaniel’s roster includes Train, Fall Out Boy and Sia, and his deals with Coca-Cola, Hershey’s and Pepsi have fetched up to $1 million in licensing and endorsement fees. Crush has a full-time head of synch, a role usually reserved for publishing companies.
Camille HackneyExecutive vp brand partnerships/commercial licensing, Atlantic RecordsWant to get a deal done with Bruno Mars, Coldplay or Charli XCX? Call Hackney, who put together a World Cup-themed campaign for Janelle Monae and Pepsi this summer.
Jennifer FrommerSenior vp brand partnerships, SFXA dealmaker for Lady Gaga, Robin Thicke and LMFAO at Interscope, Frommer joined EDM conglomerate SFX this spring. She put long-term brand partners like T-Mobile and MasterCard into SFX’s festival tentpoles like TomorrowWorld.
Jonathan Daniel, Steve Pamon, Jennifer Frommer, Camille Hackney, Patience Ramsey and Lars Ulrich photographed by Eric Ryan Anderson at the Billboard Studio in New York City on September 9, 2014.
Billboard’s Branding Roundtable Shoot: Lars Ulrich and Top Execs at the Studio
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