The concept—which is not only generating new business avenues for brands but for talent agencies working alongside a brand’s media agency—is to create authentic relationships between Madison Avenue and Hollywood. It’s about changing the way both brands and talent approach what not all that long ago was simply a transactional endorsement business.
But in today’s hyper-connected world, consumers are more discerning. And they can often go straight to their music artist, entertainer, athlete or other talent of choice for information and inspiration. It’s those direct fan conduits that are at the heart of UTA’s study. Based on its findings, the opportunity for brands to get in on the action is huge—but there’s a caveat. “It’s important for brands to understand that the authenticity comes from the authenticity of the artist communicating with that consumer, so they would do well to facilitate that communication but not disrupt it too much,” Kessler says. “That’s the holy grail, and the reason why people will pay $25 a month or more to subscribe to these services.
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