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.”
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