ATC head of brand partnerships Gary Cohen has told Music Week that new revenue streams have become even more vital for artists.
With the loss of live business during Covid-19, brand deals provide vital supplementary income.
“For the next 12 months, in everything that artists do a lot of focus is going to have to go into unearthing new revenue streams,” said Cohen.
“Brands are a big part of that because they can either provide incremental revenue, or more importantly ...
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