Absolut released its “creative visionaries” video series, featuring artists like Lenny Kravitz and Jay-Z. Mountain Dew hosts Green Label Sound, a digital outlet showcasing free singles from indie, hip-hop and electronic musicians. Vans, after 15 years, continues to sponsor the Warped Tour.

In so many words, brands are no strangers to emerging artists and music subcultures. It’s a symbiotic relationship: branded platforms provide musicians the exposure they’re looking for to break-out (or expand), while sponsors reap the benefits of any success the artists achieve (and look hip by association).

It comes as no surprise, then, that Grey Goose has reinvested in its Rising Icons series, announcing a second season of the TV show and concurrent concert tour in partnership with BET…

OgilvyEntertainment teamed up with Atlantic Records and Crystal Light to participate in Billboard and Adweek’s Music and Advertising Conference, where key players discussed the brand’s partnership with Grarmmy-winning artist Estelle. The conference, in its first year, reflects the growing trend of brands and bands teaming up to propel their marketing…

“For us it represented a breakout opportunity to be associated with a breakout artist who speaks to a key target audience.” – Doug Scott

Click here to read more on Crystal Light’s music partnership with Estelle, via ShootOnline’s article featuring Doug Scott and OgilvyEntertainment…

As developers of branded entertainment, we have a wide variety of options at our disposal to shape into content that (we hope) will connect with consumers. Music, is an elastic medium that, thanks to the advances of digital distribution, can be enjoyed everywhere, works on its own or in support of other media and given…

Stuart Elliot, advertising columnist for the New York Times, published an article today on Estelle’s new song, “Star,” for Crystal Light. The song, which will be featured in a Crystal Light spot set to air on the E! Network during the channel’s pre-ceremony program, is the result of a collaboration between OgilvyEntertainment, Kraft,…