“Artists can’t do things solo anymore. The music industry has isolated itself in a really traditional format for a long time and this new generation is consuming music in a completely different way.
To not partner with relevant brands, as long as they’re organic and authentic, and true to the artist’s brand, wouldn’t make sense.
Managers and record labels are a lot more savvy to that these days - they have to be. There ...
Register for a Music Week trial to access this article.
Sign up for your free trial to Music Week, the no 1 weekly trade magazine for anyone who needs to understand the business of music. For four whole weeks we will provide you with great, in-depth journalism that gets right inside the business of music in print and 24/7 online. With both the print and digital edition you will be able to enjoy the whole Premium experience of a subscription to Music Week - absolutely free.Start your free trial