Bringing Artists & Brands Together

Bringing Artists & Brands Together


This is the fourth session (a panel discussion) from a full day devoted to artist development through association with brands. Throughout the day, best practices and developing methods to use music to boost advertising and marketing for brands and bands was discussed, and how to create win-win deals for all parties.


Bringing Artists & Brands Together: Who Gets These Deals Done Anyway?
From NARIP’s “Bands, Brands & Beyond” Expo
Session 4 of 4

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.

  • What brands want
  • How to approach a brand
  • What brands spend: music and marketing budgets
  • What’s working and what isn’t
  • 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 artists can add value to an ad campaign
  • When art meets commerce: accommodations artists and brands must make
  • Alternatives to 360 deals

  • Umut Özaydinli: Global Music Marketing Manager, Coca-Cola
    Martin Pazzani: CEO in Residence, Bluestone Partners
    Jeff Rabhan:CEO, Three Ring Projects
    Jared Rosenberg Wright Crear Management, Co-Manager of Janet Jackson

    PROGRAM DATE: November 10, 2008
    PROGRAM TIME: 1 hour and 45 minutes (1:45:20)

    Yes, includes a 27-page handout with five (5) music-brand case studies (Groove Armada / Bacardi, TAG Records / Proctor & Gamble, Vanity, Kim Crawford Wines, AARP / Tony Bennett), list of top tips for music-brand success, 4 articles, and directory of companies that organize and broker music-brand deals.


    Call 818-769-7007 or contact NARIP



    Photo L-R: (L-R): Three Ring Projects CEO Jeff Rabhan, Coca-Cola’s Global Music Marketing Manager Umut Özaydinli, NARIP President Tess Taylor, Bluestone Partners CEO in Residence Martin Pazzani and Wright Crear Management’s Jared Rosenberg

    Umut Özaydinli, Global Music Marketing Manager, Worldwide Sports & Entertainment Marketing, Coca-Cola

    As global music marketing manager of Coca-Cola Company, Umut Özaydinli leads music-related partnerships, driving music marketing strategies for the company and executing international music marketing activities as a member of the Worldwide Sports and Entertainment team based in Atlanta.

    Prior to moving to Global Team, Özaydinli was based in London as a member of the European Group marketing services team where he oversaw music related marketing activities and activations within the group. During his time in London, he led the Soundwave experiential program across 35 countries featuring Europe’s longest party train. It made stops at 8 different music festivals throughout Europe.

    He joined Coca-Cola in 2000 as a member of the brand team based in Turkey and led campaigns that delivered significant growth and market share. Some of the highlights of his time there include one of the first SMS and Internet-based mobile campaigns of the Coca-Cola Company in 2001, which has been used a model by many countries. In 2003 he initiated Turkey’s biggest open-air music festival (Rock ’n Coke) and created a rich marketing program around it. The festival received the Coca-Cola Worldwide Marketing Excellence Award. In 2007 it celebrated its fifth year receiving over 50 hours of TV coverage per year, additional income from ticket sales and numerous sponsors and delivering significant volume uplift while hosting over 200 well-known acts in the course of 5 years.

    Özaydinli’s expertise is a good combination of brand management, e-marketing and entertainment marketing. He is Coke’s in-house music expert and keeps working with global Coca-Cola brand teams on his biggest passion – Music – to deliver best-in-class music marketing programs. Also, he recently started managing an Atlanta-based pop rock band Loverush.

    Martin Pazzani, CEO in Residence, Bluestone Partners

    Martin Pazzani is a CEO in Residence with Bluestone Partners in Beverly Hills, CA where he is pursuing capital investments in music, branded entertainment and media space and building an innovative worldwide alliance of best-in-class companies to capitalize on the growing applications for commercial music and sound, the growing importance of audio as a global communications tool, and the morphing of the music business into a new format that is part entertainment, part advertising, and part technology.

    He is a seasoned global business executive and marketing decathlete with a 28-year tenure in management, brand building, integrated marketing and strategic development that spans the ad agency, corporate and entrepreneurial worlds, who until recently was Chairman/CEO of Elias Arts, the world’s most awarded music, sound and audio identity copy where they transformed the company into a diversified music agency.

    Elias Arts, the most awarded commercial music and sound company in history, creates original music and sound design for television, advertising, cinema, and products/environments, and is the pioneer in the new field of audio branding. With clients that have included over 700 of the Fortune 1000, Elias Arts’ music, scoring, and audio logos have been used by the most well known brands in the world, including Nike, Adidas, Coke, Pepsi, Infiniti, Lexus, Chrysler, Cadillac, Audi, Anheuser Busch, Cisco, AOL, Yahoo, Microsoft, American Express, Visa, and many others.

    During his eclectic career, Martin has done business on six continents and held senior positions in major corporations and agencies alike, including Foote Cone & Belding, the Interpublic Group, DDB Needham, Bally Total Fitness, and Heublein (now Diageo). In all these roles, Martin has been a strong proponent of using music and sound as a key element in the marketing mix, and he believes that the applications of audio have unlimited potential in the fragmented multi-media marketplace of today, and tomorrow.

    When not commuting between NYC and Los Angeles, Martin has a passion for international adventure and travel. As an avid mountaineer, he has climbed major peaks on all seven continents and explored Antarctica, Easter Island, Ngorongoro Crater, the Equatorial Rainforests and more. And as a former F2000 racing driver, he has a keen appreciation for the value of speed, competition, and high performance. He resides in New York City and Hollywood, CA.

    Jeff Rabhan, CEO, Three Ring Projects

    Three Ring Projects partner Jeff Rabhan is an experienced artist manager and music-industry executive and consultant. He discovered, shopped and oversaw the signing of multi-platinum pop-rocker Michelle Branch, among many others, and helps guide the careers of emerging and established acts like acclaimed American Idol finalist Elliott Yamin, chart-topping R&B siren Lil’ Kim and urban-music hit-maker Jermaine Dupri.

    In his various capacities as manager, partner in entertainment company The Firm, soundtrack executive for Atlantic and Elektra Records, consultant and columnist, Rabhan has proved an innovator on multiple fronts. He has worked closely with leading top-tier acts such as Kelly Clarkson, Jennifer Lopez, Korn and Enrique Iglesias; helped develop the soundtracks to blockbuster films like Scream; assisted in the exploitation of The Doors’ catalog of rock classics; and contributed to such publications as Rolling Stone and HITS.

    Born in Savannah, Ga., and raised in Richmond, Va., Rabhan received a journalism degree from New York University. Shortly after graduating, he began writing for Rolling Stone. Not long thereafter he joined the staff of Atlantic Records and ultimately served as Senior Director of A&R and Soundtracks. Elektra Records subsequently named him Executive Director in Charge of Soundtracks. During this period he oversaw such releases as the Batman, Beautiful Girls and Four Rooms OSTs, among many other discs.

    Rabhan briefly but productively worked as an independent music supervisor and A&R consultant, discovering, shopping and signing superstar pop trio Hanson – who sold 20 million records worldwide and whose music and likenesses have generated $250 million+ in global receipts – and working on the successful Scream movie soundtrack.

    He spent five years as a partner at top entertainment company The Firm before launching his own management concern, Three Ring Projects. The new entity embraces multiple media and such platforms as fashion and other lifestyle products.

    At Three Ring, he has helped parlay Yamin’s Idol visibility into the biggest chart debut by a new artist on an independent label in the history of SoundScan. He has also taken the career reins of Grammy-nominated artist Kelis as well as Jermaine Dupri, one of the architects of contemporary urban music. In addition, he’s collaborated with The Doors Music Company in the creative re-purposing of The Doors’ catalog, imagery and other elements for today’s audiences.

    He lives and works in Los Angeles.

    Jared Rosenberg, Wright Crear Management, Co-Manager of Janet Jackson

    Profile Unavailable

    Program music courtesy of The G-Man (Golosio Music Publishing, BMI)


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