On 12/12/12 in New York City, Chris Johns, Director at FRUKT New York was invited to share his point of view on Brand Partnerships in Music to the MA Strategic Marketing in the Music Industry course at NYU Steinhardt. Led by Dr Catherine Moore the course covers a broad spectrum of the music industry and related business areas, arming the graduates with a strong range of skills and perspective to take to the real world.
Joining Chris to offer an alternative point of view was former Head of Vice Records, Founder of The Daily Swarm, Artist Manager and concert Promoter, Adam Shore. His experience of working with brands directly and also negotiating deals for his own band, Best Coast, offered valuable first hand insights for the students to explore and learn from.
The format was rooted in sharing a framework of process that we as FRUKT go through to ensure best practice and best results when creating brand partnerships, followed by a selection of real world examples and some interesting conversation and discussion around such questions as, 'Can Brands be the New Labels'.
A great experience that FRUKT London will be continuing in early 2013 with the same class on an academic trip to the UK.