This in-depth session will decode the music selection process for brand partnerships and music licensing on social media campaigns, alongside a fashion-specific focus looking at what works on catwalks as well as in fashion brand campaigns. Our panel of experts will demonstrate what works, explaining why it was chosen, while paying particular attention to the musical characteristics that can be deal clinchers.
The session will also discuss the process of working on a brand collab, how to choose the right artist for the project, how labels can seek out these collaborations and create an impactful pitch, the challenges in licensing music on social media, and the opportunities for up-and-coming electronic artists in working with brands.
Please note, access to this panel is exclusive to ADE Pro pass holders.
Michael Bertoldini
Founding Partner & Music Supervisor, Magma Music Agency, NLBorn and raised in Venice (IT) and now based in Amsterdam (NL), Michael is Founding Partner and Music Supervisor at Magma Music Agency. Previously at Sizzer Amsterdam, he curated the music for campaigns for Heineken, Bulgari, Philips, Fiat and more. He has played guitar in Italian band The Secret since 2004 and co-hosts The Void, a heavy music radio show on Amsterdam’s Red Light Radio. He is also co-founder and label manager of Argento Records, a boutique label for high quality vinyl releases that explore the darkest side of contemporary music.
Nick Doering
Sync & Brand Partnerships Manager, Spinnin’ Records, NLNick Doering is Sync and Brand Partnerships Manager at Spinnin’ Records, based in Amsterdam. With a background in sync and licensing, he previously worked as a music producer and senior music supervisor, including at SIZZER and VMLY&R. Alongside his role at Spinnin’, he works as a freelance producer and music supervisor for TwentyTwenty Music. He studied Music Production and Engineering at Berklee College of Music.
Maxime Rouge
Music Artistic Director, Prodigious (Publicis), FRMaxime is a Music Supervisor and Co-Music Creative Director at Prodigious (Publicis), where he has been shaping music strategies and supervising music for international brands and campaigns for over a decade. With a background as a professional musician, his approach sits at the intersection of music, storytelling and brand identity. Together with Grégoire Bucaille, he develops sonic strategies and oversees music supervision across Publicis projects, working with brands including Cartier, Lancôme, Valentino, Armani, Renault, Orange, Mugler and Audemars Piguet. A key part of his work focuses on defining and translating a brand’s **sonic DNA**: understanding what a brand should sound like.
Gemma Farrington
Head of Creative, Nothing Standard, UKGemma is Head of Creative at global sync agency and publisher Nothing Standard. She leads their creative and commercial offering, elevating the roster through high-impact global sync placements across all media. Nothing Standard represents a diverse, high-profile roster including Sub Pop, Stones Throw, Moshi Moshi Records, gamma., Artist Theory, Various Artists Management, and Method Music, alongside iconic catalogues like Seeker Music Group and Bella Figura Music. Previously, Gemma headed up the UK sync team for Believe’s publishing repertoire, landing high-profile campaigns with major brands like Adidas, Apple, and FIFA.