Topics covered include:

  • Vevo’s involvement in the groundbreaking “Unstaged” project with American Express
  • How Vevo allows music and brands to interact (from 03:28)
  • What sort of visibility brands should have in these new partnerships (08:46)
  • & whether music could indeed represent 50% of music industry revenues within a few years’ time (10:00).

Plus this particular highlight (from 07:35): “Music is one of the few things that can engage billions“, said Caraeff; “sports are probably another; but there’s a very small quantity of categories that universally appeal to pretty much everybody… So music is a good vehicle to deliver tremendous audiences that scale, that are very attractive to certain brands. We’re providing a platform… to enable them to work with us in ways they haven’t been able to for some time.”

Also be sure to check out our coverage of the Cannes Lions brands+music panel, on which Caraeff notably spoke with Pharrell Williams and UMG; and watch this space for our report on an Unstaged-specific panel, featuring Terry Gilliam and Arcade Fire’s manager, no less!

About Author

James Martin is Head of Social Media for Midem organisers Reed MIDEM. This includes defining and rolling out Midem's social media strategy, editing midemblog, influencer outreach, developing Midem's fanbase of 75,000+ music professionals and more.


  1. On Rio’s point on brand visibility, I think there has to be sensitivity to the risk of undermining the credibility of the music or art it has facilitated.

    The power in music and the arts is that our relationship with it is direct and personal. Creators are still nervous that the involvement of a brand may get in the way of this connection with their work, and alienate the audience. On the other side, fans and artists appreciate the role of brands as patrons of the arts. The line comes with understanding the value of the brand love that comes from subtle association with authenticity, over pushing brand visibility.

    As consumers become less receptive to the noise of direct selling, the value of building a relationship through shared passions becomes more important. The key is for the brand to be seen as facilitating, not appropriating.

    • Spot on Michael. The key discussion right now is what is the right place for a brand to have in these partnerships. American Express didn’t want Unstaged bands to wear Amex t-shirts: but it’ll be interesting to see if they demand more visibility next time.

  2. Pingback: Brands As Facilitators, Not Appropriators | Twenty First Floor

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