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In NY – Bands, Brands & Beyond Expo

NARIP Presents
Bands, Brands & Beyond Expo

Connecting Consumers With Brands
Through The Emotional Power of Music

on Monday, November 15, 2010
at Cardozo Law School in New York, NY

Our Los Angeles Expo on this topic was sold out. Now we bring our full-day expo on this exciting topic to New York!

Using music to boost advertising and marketing can have enormous positive results for both brands and bands. In fact, matching bands (or music) with brands is one of the hottest and fastest growing areas of the business today.

Once taboo, brand associations and advertising are embraced by today’s savvy recording artists and their reps to increase exposure to their music and advance their careers. The Black Eyed Peas, for example, have been called “the most corporate band in America” (Wall Street Journal, April 16, 2010). Learn how and the band became the face of Samsung, BlackBerry, Bacardi, Apple and Target.

Increasingly, advertising, brand and marketing executives need to know how to create win-win deals.

NARIP Presents “Bands, Brands & Beyond” Expo

That’s why NARIP has assembled some of the music, brand and advertising world’s top executives and deal architects to discuss how to pair music and artists with brands. These experts will guide attendees through the opportunities available and the complex rights area. They will provide insight into how to use brand association for new and established acts, how to create win-win deals and give a glimpse into what the future of music-in-advertising may hold.

How can artists and their reps access billion dollar brands? How can brands access appropriate talent? NARIP’s Expo will focus on how these deals are done, who does them, how they work and what they cost.

Deals done right and deals gone wrong will be examined in detail with case studies, checklists and proven templates. Attendees will receive information to identify and secure the right match.

Don’t miss this opportunity to meet top brand, ad and record executives, as well as artist reps who can help take your campaign to the next level.

You will learn:

  • How to “A&R” a brand and connect consumers to brands through the emotional power of music
  • Case studies, Coca-Cola with K’naan and World Cup 2010, and more
  • Selling in, not selling out: what deals make dollars and sense
  • How to prepare a brief and package ideas to attract and secure a brand
  • How to identify and secure an artist
  • How artists can add value to an ad campaign
  • Deal points: money, splits, fee ranges, negotiation tactics
  • Rights and licensing issues
  • Who puts these deals together, and how? Top deal-makers speak out
  • When art meets commerce: accommodations artists and brands must make

  • Alternatives to 360 deals

Some benefits you will receive:

  • Direct access to more than 100 music, marketing and brand execs from over 30 top music companies and ad agencies
  • Demystify deal-making in the music business – learn which rights you need to proceed
  • Take home a rule book for success, including case studies, checklists, deal points, do’s and don’t’s to create successful promotions and marketing campaigns with music
  • Take home a list of the best music-brand integration companies
  • Hear CEO and senior management perspectives and world-class music-brand strategies
  • Get a sneak preview of the range of music properties available and see what’s in development
  • Form alliances with industry reps of established and developing artists to forge partnerships for your brand
  • Connect with specialists who set music strategy for brands and design big creative concepts
  • Form key relationships and expand your record industry Rolodex

*Hollywood Today Publisher & Editor Jeffrey Jolson-Colburn notes that NARIP’s Rolodex is “the size of an SUV.” Click here to read what other people say about NARIP.

Scroll down and register today!


Advertising Executives & Creative Directors
Brand Marketing & Creative Executives
Record & Music Publishing Executives
Music Attorneys and Deal-Makers

Producers, Artist Managers and Artist Reps
Professionals who want greater insight into current and future trends,
and who wish to enhance their core skills to achieve outstanding results.

SPEAKERS (scroll down for detailed profiles)

  • Cheryl R. Berman, Founder, UnBundled Creative
  • Tena Clark, Founder & CEO/Chief Creative Officer, DMI Music Branding Group
  • Jonathan Daniel, CRUSH Management (Panic! At The Disco, Train, Fall Out Boy)
  • Lori Lambert, Senior VP of Strategic Alliances, Universal Motown Republic Group
  • Jeffrey M. Liebenson, Esq., Liebenson Law — JUST ADDED
  • Kenny Ochoa, Vice President, Music Licensing at Sony Music Entertainment
  • Umut Özaydinli, Founder & Chief of Possibilities for Deviant Ventures (former Global Music Marketing Manager, Worldwide Sports & Entertainment Marketing, Coca-Cola, now Deviant’s client)
  • Marcus Peterzell, Managing Director, Engagement and Entertainment Marketing, FATHOM Communications
  • Josh Rabinowitz, Head of Music, Grey Worldwide
  • Mike Worthington, Artist Development Executive — JUST ADDED


Monday, November 15, 2010
9:30 a.m. – 7:00 p.m.
(panel schedule below)


Benjamin N. Cardozo School of Law

Yeshiva University

55 Fifth Avenue at 12th Street

Moot Court Room (1st Floor) (NOTE new room)

New York, NY 10003

Click here for map.


9:00 a.m.- 6:00 p.m.
Detailed schedule below.


$250: NARIP Members

$350: Non-Members

$275: Five or more simultaneous registrations from the same company or firm (each). Please call 818-769-7007 to register multiple individuals at the same time.

Admission includes all breaks and full lunch.
No refunds. Seating is limited.
Schedule and speakers subject to change.

Best value: Join NARIP NOW at the Executive Member rate of only $395 and get FREE admission to all NARIP events in ALL chapters for one (1) year (including our Bands Brands & Beyond Expo) PLUS ten (10) NARIP audio programs of your choice. Not a NARIP member yet? What are you waiting for!? Join NARIP NOW and begin enjoying benefits immediately.


1. Scroll down and register online here now.

2. Call 818-769-7007 with any major credit card.


Call 818-769-7007 or contact NARIP


9:00 a.m.

Registration opens

9:30 – 11:00 a.m.

Session 1: View From The Top with Tena Clark

Ms. Clark will discuss setting music strategy for brands such as McDonald’s, Mattel, Procter & Gamble, 7Up, Target, Toyota, Victoria’s Secret, Subway, United Airlines and AARP. Ms. Clark is Founder & CEO / Chief Creative Officer of DMI Music Branding Group.

11:00 – 11:15 a.m.

Networking Break

11:15 a.m. – 12:45 p.m.

Session 2: View From The Top II: The Ad Agency Angle

Ms. Berman and Messrs. Peterzell and Rabinowitz will discuss how their respective ad agencies create and set music strategies for brands such as A&E, Nokia, Jagermeister, Marlboro and others. Also to be discussed: brand-sponsored tours (Kenny Chesney, Reba McEntire, Ozzfest, and Fergie), and how securing second-tier (or unknown) brands can work to the developing artist’s advantage.

Session 2 Speakers:

  • Cheryl R. Berman, Founder, UnBundled Creative
  • Marcus Peterzell, Managing Director, Engagement and Entertainment Marketing, FATHOM Communications
  • Josh Rabinowitz, Head of Music, Grey Worldwide

12:45 – 2:15 p.m.


2:15 – 3:45 p.m.

Session 3: Evolving Deals In Licensing & Branding: A Behind-The-Scenes Look.

This session will cover the most important considerations and rights involved when identifying and securing an artist (or band) to “headline” (or be an integral part of) a campaign that extends beyond merely licensing a song for a commercial, with respect to established and developing artists. New deal structures and models will be discussed along with licensing, fee ranges and negotiation strategies.

Session 3 Speakers:

  • Jeffrey M. Liebenson, Esq., Entertainment Lawyer
  • Mike Worthington, Artist Development Executive

3:45 – 4:15 p.m.

Tea Break

4:15 – 5:45 p.m.

Session 4: Bringing Artists & Brands Together: Deal Makers Speak Out. Who brokers these deals and how? How to broker the best deal will be discussed in this session, with examples of successful (and not so successful) deals.

Session 4 Speakers:

  • Jonathan Daniel, CRUSH Management (Panic! At The Disco, Train, Fall Out Boy)
  • Lori Lambert, Senior VP of Strategic Alliances, Universal Motown Republic Group
  • Kenny Ochoa, Vice President, Music Licensing at Sony Music Entertainment
  • Umut Özaydinli, Founder & Chief of Possibilities for Deviant Ventures (former Global Music Marketing Manager, Worldwide Sports & Entertainment Marketing, Coca-Cola, now Deviant’s client)

6:00 p.m.

Expo ends

Speakers and schedule subject to change.

ABOUT THE SPEAKERS (in alphabetical order)

Cheryl R. Berman, Founder, UnBundled Creative

In her three-decade Leo Burnett career,
Cheryl Berman was responsible for the
majority of the agency’s most successful and
famous marketing efforts. As Chairman and
Chief Creative Officer of Leo Burnett USA,
Cheryl held Leo’s own original job. She
played a vital role bringing in more than half
the accounts residing at the agency when
she left, including McDonald’s, Disney,
Hallmark, PetSmart, Altoids, Turner Classic
Movies, Coca Cola, Kraft Foods, and
ConAgra. Cheryl has always championed
results driven work. For the last ten years
under her leadership, Leo Burnett was the
single most awarded agency for effectiveness.
Cheryl is a role model for women. In 2004,
she struck a chord with the concept “Miss
Understood: She’s Not Buying Your Ads,”
which debuted at the International Advertising
Festival in Cannes. Cheryl continues to
speak on this topic around the world,
receiving acclaim from CNN, The Wall Street
Journal, The Economist and Reuters. Cheryl has frequently written award-winning
original music for brands like McDonald’s,
Disney, Hallmark and Kraft. In 2005, she
introduced Burnett’s Artist in Residence
Program to build face-to-face working
relationships between popular artists and the
agency, thereby streamlining musical
solutions and facilitating unique opportunities
for marketers. The immediately successful approach was
embraced by clients including McDonald’s,
Kellogg and Nintendo, and was featured in
Business 2.0, Billboard and The Wall Street
Journal. A former journalist, Cheryl joined Leo Burnett
as a copywriter. Proving herself to be
a prolific writer and able manager, she
became the first woman appointed to
Burnett’s Board of Directors. She has
received industry accolades including
Chicago’s Ad Woman of the Year.
She was featured as the “Determined Ms.
Berman” in The Wall Street Journal’s Creative
Leaders series. In 2008, Cheryl and her partner Tom Dickson
launched Unbundled, a revolutionary
concept in marketing services. Unbundled is
a creative company that has shed the
constraints of the traditional ad agency to
offer world-class brand building to clients of
all sizes. In addition to running the company,
Cheryl reviews “Mad Men” for the Wall Street Journal.
A Chicago native, Cheryl graduated from
the University of Illinois with a bachelor’s
degree in journalism. She and her husband
Randolph Kretchmar have three children,
who provide Cheryl with the insights and
inspiration to keep her on her toes.
You can visit her website at

Tena Clark, CEO & Chief Creative Officer of DMI Music Media Solutions; Composer/Lyricist

What musical touchstone does President Barack Obama, the most powerful ruler in the world, share with Aretha Franklin, crowned the greatest singer of the rock era by Rolling Stone Magazine? The answer is the music expertise of Tena Clark. The company she founded, DMI Music & Media Solutions, programs the President’s music for Air Force One, and Clark also recently produced the Queen of Soul’s most recent album. Patti LaBelle, Aretha Franklin, Chaka Khan, Natalie Cole, Jennifer Holliday, Gladys Knight, CeCe Winans, Dionne Warwick, Patti Austin, Stephanie Mills, Yolanda Adams and Rev. Shirley Caesar are among the iconic recording artists for whom Clark has written and/or produced. In 2009, Natalie Cole was honored with two GRAMMY awards for Still Unforgettable, executive-produced by Clark. A musical compass has guided Clark from rural Mississippi to Hollywood. Beginning at age five, she would visit New Orleans with her mother, a songwriter from the big band era, where she absorbed the city’s intoxicating rhythms. Her first professional gig at 15 was playing drums at the Crescent City’s famed Roosevelt Hotel. Since then, Clark has excelled in multiple genres across an breadth of mediums. Highlights include penning award-winning country hits, contributing to multi-platinum movie soundtracks including Hope Floats, The Five Heart Beats, Where the Heart Is, and My Best Friend’s Wedding, writing for television shows like Desperate Housewives, and creating the instantly recognizable national campaign theme, “Have You Had Your Break Today,” for McDonald’s. In homage to her musical and spiritual roots, Clark produced Church: Songs of Soul and Inspiration that included classic soul artists like Patti LaBelle and Chaka Khan plus contributions from Pulitzer Prize winner, Dr. Maya Angelou and Toni Morrison. A stratospheric anthem from this collection, “Way Up There,” written and produced by Clark and performed by Patti LaBelle, was nominated for a GRAMMY award. “Way Up There” was originally commissioned by NASA as their theme song. Clark, a preeminent songwriter, is one of the rare female producers in the music business, and is among the most influential women in American media. Recently, Clark was named “Entrepreneur of the Year” by the Committee of 200, a prestigious group of the highest ranking women executives in successful private and public companies. Also, Clark recently launched “Twist, An American Musical” to rave reviews in Atlanta; Clark is the composer and lyricist. “Twist” was directed and choreographed by Debbie Allen. As CEO/Chief Creative Officer for the industry leader DMI Music & Media Solutions, the company she envisioned 13 years ago, she is involved with every imaginative aspect of the forward-thinking firm’s endeavors. But she is never far from her recording studio and her world-class campus. Writing eloquent songs and producing remarkable artists is at the heart of her musical soul.

Jonathan Daniel, CRUSH Management (Panic! At The Disco, Train, Fall Out Boy)

Jonathan Daniel began his music business career in a hair band on the sunset strip. Nine years ago, Jonathan founded Crush Management. Crush represents more than a dozen artists and producers including Fall Out Boy, Courtney Love and Hole, Panic! at the Disco, Travie Mc Coy and Gym Class Heroes, Train, Cobra Starship, Chiddy Bang, Wavves and Butch Walker, as well as Big, the world leader in peer to peer measurement,. In addition, Crush owns, a popular youth social network, and Angels & Kings bars in New York, Los Angeles, Chicago and Barcelona.

Lori Lambert, Senior VP Strategic Alliances, Universal Motown Republic Group

Ms. Lambert is responsible for creating brand partnerships and cross promotions with corporate entities and advertising agencies, strategically aligning Universal Motown artists with appropriate promotional, marketing, lifestyle and advertising campaigns. She is the company’s liaison to the electronic gaming industry, all entertainment events and music opportunities in the world of sports, and oversees the company’s film and TV licensing efforts. Ms. Lambert has over twenty years of music industry marketing experience. Prior to joining Universal Motown, Ms. Lambert served as Vice President of Strategic Marketing for Sony Music, where she created the department in 1998.

Jeffrey M. Liebenson, Esq., Liebenson Law

Jeff Liebenson is a leader in media, technology and entertainment law, with extensive expertise in digital entertainment, international and intellectual property law. He has more than 20 years of experience in the entertainment industry. Select clients include EMI, Fremantle Media, Sony Music, Gracenote, Sony Ericsson and Goldman Sachs. Jeff is President of the International Association of Entertainment Lawyers.

Kenny Ochoa, Vice President, Music Licensing at Sony Music Entertainment

Over the course of his fifteen year career in the music industry, Kenny Ochoa has worked with some of the most influential musicians and power players in music, entertainment and brand building industries to pitch, broker and execute multi-million dollar deals for Madison Avenue, Hollywood studios, and Silicon Valley. In his current role as Vice President of Music Licensing at Sony, Kenny identifies and secures new licensing opportunities for Sony Music’s vast catalog of 2 million master recordings and frontline artists as the company’s chief liaison to the advertising and brand community. While at Sony, Kenny has brokered multi-million dollar deals including Train and Samsung, which was a major driver to over 5 million digital downloads sold of “Hey Soul Sister” to date, Passion Pit and Palm Pixi, which during the campaign shot their song “Sleepyhead” to 28,000 downloads per week, and worldwide Apple advertising campaigns featuring The Ting Tings, Franz Ferdinand and, most recently, Cake. Prior to his role at Sony, Kenny served as Vice President of Film and TV Licensing at Sanctuary Records Group where he was responsible for marketing, pitching and placing music on acclaimed and influential, musically driven first seasons of television shows (The O.C, The Sopranos, Entourage and Grey’s Anatomy), first and early use of licensed music in video games (Tony Hawk Pro Skater series, Grand Theft Auto) and Hewlett-Packard’s use of “Picture Book” by the Kinks, which was named “Campaign Of Year” in 2005 by Adweek magazine. Before working in music licensing, Kenny held various roles in the music business in radio, entertainment law and running his own Los Angeles-based independent record label in the early 90s after recording two albums of his own and being signed as a recording artist.

Umut Özaydinli, Founder & Chief of Possibilities for Deviant Ventures (former Global Music Marketing Manager, Worldwide Sports & Entertainment Marketing, Coca-Cola, now Deviant’s client)

Seasoned entertainment marketing expert Umut Özaydinli worked for The Coca-Cola Company internationally in various countries for 10 years before leaving the world’s biggest beverage company to start his own venture. Deviant Ventures is a boutique culture and entertainment marketing company with the ambition to help brands deviate from the norm using music, art and technology. Current clients include The Coca-Cola Company, Diesel Jeans, MTV and various communication agencies as solutions partners. Özaydinli held various roles within the Coca-Cola Company over the years. Highlights of his career include founding Turkey’s biggest open-air music festival Rock’n Coke, launching Coca-Cola’s first ever SMS based promotion in 2001 and creating various entertainment properties like the Coca-Cola Soundwave Express, a program featuring Europe’s longest party train that visited the best music festivals across Europe in eight different countries in 2005. In his last role, he headed up the beverage giant’s global music marketing efforts and strategy as part of the Worldwide Sports and Entertainment team. His wide range of achievements in this role include the creation of international music marketing properties like the Olympics WE8 featuring world-renowned electronic music acts including Tiesto and Benny Bennasi, the creation of Coca-Cola Trademarks first global music marketing strategic framework and placing music for commercials including the music placement and development of Coca-Cola’s 2009 Superbowl ad, Avatar, that featured a remake of Elvis’s track Stranger in the Crowd by Cee-lo Green of Gnarls Barkley. His last project for the company was launching the global Open Happiness campaign through a musical anthem featuring lead vocals by Cee-lo Green of Gnarls Barkley, Patrick Stump of Fall Out Boy, Brendon Urie of Panic at the Disco, Travis McCoy of Gym Class Heroes and Janelle Monae. It reached over 50+ global markets and topped the charts in 15 countries. It also reached #1 in China and was translated into over 10 languages. The single increased online chatter about the campaign +730%, while delivering 150 million free impressions. Most recently Özaydinli initiated and launched music for Coca-Cola’s 2010 FIFA World Cup campaign featuring Wavin’ Flag by K’naan, the biggest campaign in Coke’s history, reaching over 150 countries. The single is considered the biggest driver of the campaign and was translated into over 20 languages while peaking at #1 in 19 countries and delivering over 100 million views on YouTube.

Marcus Peterzell, Managing Director, Engagement and Entertainment Marketing, FATHOM Communications

Marcus is a veteran and pioneer in the entertainment marketing business, and has created campaigns for more than two dozen top brands including Nokia, AXE and Jeep. His strategic acumen combined with in-depth experience and deep relationships in the entertainment industry have been invaluable to companies looking to promote their brands through entertainment channels—be it TV, film, music, gaming or digital. Marcus started his career in concert promotion at Concone and Electric Factory Concerts where he planned and executed the marketing plans for over 80 arena shows in five markets. He then moved into television developing and producing network and cable TV series and specials for outlets including Cinemax, Lifetime, USA, Viacom, and MTV. Marcus was then named president of Fiction/Elektra records where he formulated the marketing plans for the labels roster of artists including The Cure, where he served as the band’s U.S. manager representing them for four platinum records and a sold-out North America stadium/arena tour. In 1996 Marcus joined Music Marketing Network as SVP of marketing and sales where he helped create the industry’s largest opt-in database of music buyers. Music Marketing was sold to 24/7 where he served as VP of the entertainment group supervising a team that sold the 24/7 digital assets to both brands and agencies. In 2001, Marcus joined MusicVision as SVP of Marketing and Sales selling the firms music marketing assets into various Fortune 500 brands including Sony Pictures, Nokia, Hyundai, Polaroid, Doritos, and VH1. In 2004 Marcus was recruited by Radiate/Omnicom and named co-president of their leading entertainment marketing agency AWE (merged into GMR to form GMR Entertainment in 2007). There he oversaw the agency’s strategic marketing and business development efforts. In this role Marcus created and executed entertainment marketing platforms for over 40 national brands including A&E, Nokia, Jagermeister, Marlboro, Verizon Fios, The History Channel, Blackberry, Candies, Philips Electronics, Jeep, E!, Cruzan Rum, and JC Penny. In early 2009 Marcus moved within Omnicom to join Fathom Communications as the company’s Managing Director of Entertainment Marketing. In this post, Marcus is responsible for enhancing Fathom’s traditional advertising services with integrated entertainment marketing solutions. This past summer Marcus and his team executed a ground-breaking partnership on behalf of Johnson & Johnson tying in the Lilith Fair tour, Walmart, Self Magazine, and content from all four of the major record labels. Marcus is an acknowledged leader in the entertainment marketing industry and has spoken at over a dozen high profile industry events. As a board member for the T.J Martell Foundation, Marcus serves as chairman of the foundation’s annual Family Day event, the charity’s most profitable fund-raiser. Last year’s event honored The Jonas Brothers in their only U.S spring concert appearance raising a record setting ¾ million dollars.

Josh Rabinowitz, Senior VP of Music, Grey Group

Josh Rabinowitz has produced 5000+ tracks for commercials globally. He’s been called a “New Music Mogul” by Fast Company, Beethoven’s Greatest Fan by NPR and is a recognized voice in music/branding. He’s been an adjunct at NYU and The New School, a columnist for Billboard, and a bandleader/trombonist in NYC. He presents regularly at MIDEM, Advertising Week, CMJ, The New Music Seminar, The Clios, ADE, Sync Up, SXSW, The Shoot Forum, various Billboard Conferences, and the Cannes Lions International Advertising Festival, where he has presented the Grey Music Seminar with such artists as Yoko Ono, Tony Bennett, Steven Van Zandt, John Legend and Donovan.

Mike Worthington, Artist Development Executive

Mike Worthington runs artist-owned labels by World Party and Tesla in addition to managing and advising artists. Recent activities include overseeing A&R, radio promotion, international and sales at Tommy Boy Records. Past work includes co-signing / introducing Belle & Sebastian to the US, and developing projects such as Pavement, Everything But The Girl, Liz Phair, Jewel, Stone Temple Pilots, Tony Hawk and more. Recent signings include Plushgun and Future Clouds & Radar, both strong in licensing.


About K’NAAN


CRUSH Management

DMI Music

Fathom Communications

Grey Worldwide

Josh Rabinowitz Music

Liebenson Law

Making of Open Happiness



Portrait of the Rapper as a Young Marketer: How K’naan Delivered on Coca-Cola’s $300 Million Bet

Sony Music

Universal Music Group


Serving Up Musical Comfort Food (New York Times)

The Most Corporate Band (Wall Street Journal)

NARIP. Get connected. Stay connected.


The National Association of Record Industry Professionals

promotes career advancement, education and good will

among record executives.

Date Nov 15, 2010
Event In NY - Bands, Brands & Beyond Expo
NARIP/LAMN Member Tickets: Login above to get member price
Non-Member Tickets: @ $ 350.00
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