MXD is at Spot festival in Århus, and took the chance to check out the keynote by Jack Horner on bands and brands. Jack is co-founder of London-based company Frukt and works with connecting brands and bands and building successful strategies for music and brand collaborations.
According to research made by Frukt and Next Big Sound 68% of artist managers see brand collaborations as increasingly important. Jack also pointed out the importance of the long-time value for artists working with brands. Collaborations between brands and bands also have a huge impact on social media mentions for both parts.
The well-presented, fairly short and very information packed keynote ended with a few myths around brands and bands. One myth for instance is that you should let the brand manager’s gut feeling decide. According to Jack, that might not always be a good idea – decisions should be based on data and research instead.
There’s still a lot of interesting keynotes, panels and seminars ready to happen at Spot, so remember to check out the program here.