Longtime A&R executivehas joined the fan loyalty and social commerce platform Sweet as executive vice president of partnerships, the company announced last week.
Sweet users accrue digital tokens known as Sugar for performing specified actions including streaming a particular song, attending concerts, watching music videos and retweeting social media posts. Those tokens can then be exchanged for a variety of different rewards, including posters, apparel, concert tickets and meet-and-greets. The company is slated to release a mobile app next month.
“Sweet is bringing fans and artists closer together through unique loyalty experiences,” said Sweet founder and CEOin a statement. “Michael's addition to our executive team adds key leadership as we continue to foster partnerships with the world's top talent and artists looking to connect with their fans on a deeper level."
“More than ever, fans are looking for ways to get closer and more personal with the artists they love,” added Rosenblatt. “Sweet is creating the first global rewards marketplace of one-of-a-kind experiences giving fans unique access, inspired by their loyalty and engagement.” Rosenblatt has had a long career in A&R, first at Sire Records and later at MCA. During his tenure at both companies he is credited with signing artists including Depeche Mode, the Pretenders, the New Radicals and Semisonic.
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