Music Marketing Marathon

Good marketers need to go deep on the disciplines within their sector. This week, I’m doing just that, bouncing across the country attending various events, meetings, and conferences.

I kicked things off Monday night in Miami at the Billboard Latin Music Conference. The Power Players dinner was at Casadonna, where the Latin Music’s heaviest hitters came to congregate. I met Noah Assad, Bad Bunny’s partner, and watched Rebeca Leon receive the Players Choice Award as manager of the year. She reminded us that “the Latin Music scene is a community.” George Prajin described his amazing career of ups and downs and the reinventions that landed him at the top of the game with his client, Peso Pluma, and his label of future stars, Double P Records. He concluded his speech echoing Rebeca’s sentiments, noting that, “collaboration is one of the main marketing vehicles for music in a digital era.” It lit me up.

I remember writing about Peso in this newsletter a few years ago. Now, having set the Latin Music world on fire, he’s locking in big brand collaborations that will propel his career to another level. This market, in general, is one of the most exciting for brand partnerships. Billboard really does a fantastic job with this event.

Today, I’m headed to New York for one of my favorite hangs: The Mondo Conference. Mondo, created by the people behind the legendary CMJ, is a place where bright minds come together to talk about tech and innovation. My conversation is around the future of virtual artists and how advancements in AI are pushing the boundaries of what’s possible: from voice cloning used by Grimes and Drake; to full virtual artists like Hatsune Miku performing at Coachella earlier this year. I’m being joined by Jesse Grushack; James Stolar at Hume, who manages the avatar AngelBaby; James Pastan, and Benjamin Bertram Goldman.

I have so many thoughts around digital performers, AI mascots, and influencers. I’ve seen the ABBA show with my own eyes, watched AngelBaby premiere at Art Basel, and followed Lil Miquela from the outset. I understand the impact traditional jingles and mascots can have on a brand… but digital ones? Do people really want digital avatars instead of the real thing? The panel, stacked with the creators and puppeteers of these next gen AI marionettes, will answer these questions. I’m thrilled to be moderating this one.

After Mondo I’ll pop by ComicCon, hopefully see the Mets beat the Dodgers at Citi Field, and then head to L.A, to lead a talk next Monday at the Music Managers Forum LA Summit at Spotify HQ. This one focuses on my sweet spot: the intersection of music and brands. We’ll dive into case studies and explore how emerging artists should be approaching brand partnerships in this ever-evolving creator economy where brands are fueling the content revolution. I’m also looking forward to Music Tectonics while I’m out west, which is focused on the next great startups in music and how to fund them.

Good times. Exciting times. See you out there!

Jesse Kirshbaum

Co-Founder of Nue