Partnering music and brands with MAC Presents…
Marcie Allen, President of MAC Presents (music experiential agency , bridge gap between corporate gap and music industry – (bio)), and musician, entrepreneur and philanthropist Taylor Bennett (bio), join Pavan Bahl, Rob Sanchez, and Marc Raco for the most applause-laden interview in the show’s history on location at Subculture in New York City. This live audience episode is powered by Peerspace and features music by Casey McQuillen.
Representing the deal, a seat at the adult table, and a market for authentic stories
Allen reviews her “Southern belle debutante sorority girl” roots, being raised by two grandmothers, attending sixteen schools before fifth grade, then how she started her first company at 25, being a storyteller and solid salesperson, having knowledge on both sides of the music industry, being in music industry representing the deal, and how bad deals aren’t authentic or tell a story. The importance of paying it forward, measuring ROI in music/brand sponsorships, and how fashion brands are being introduced to entertainment marketing and mass consumer marketing. Allen’s creative things used in repertoire to bring allegiance, consideration of the music industry’s album sales being down, how 10 years ago no one wanted to do a sponsorship in music, and now music artists have a seat at the “adult table”. How a deal with Billy Joel and Citi was of value even though he didn’t need the marketing, how a deal like that can move the needle in a variety of ways for an artist, tracking metrics and how brands can measure success, lifting sales and getting press, how Imagine Dragons’ deal with Southwest Airlines produced a billion press impressions, and whether musical artists are celebrity influencers. How much of sponsorship with musical artists is the cool factor, how music is one of the most powerful ways to connect with consumers, and the Urban Outfitters partnership with Taylor Bennett for Pride Month happened because he came out as bisexual, and how that was so authentic. Consumers can smell through non-authentic sponsorships, the return of cassettes, and what’s fascinating about artists.