ATC on music and brand partnerships during lockdown

Andre Paine

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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