Power Marketers of the Music Industry Talk TikTok and Vinyl at Variety’s 2022 Entertainment Marketing Summit
variety.comThania Garcia Among the many topics discussed during the Power Marketers of the Music Industry panel at Variety‘s 2022 Entertainment Marketing Summit, clearly TikTok and the importance of fan relationships were at the front of the group’s minds.
Moderated by Variety‘s Andrew Hampp, the panel sorted through the many questions surrounding the marketers who are behind some of today’s top and developing music acts.This year’s music marketing panelists included: Krystian Santini of RocNation; Corey Sheridan of TikTok North America; Kendra Ellis of Atlantic Records; Val Pensa of RCA Records; and Alissa Pollack, executive VP of global music marketing at iHeartMedia.Pollack opened the conversation by discussing the key to Doja Cat’s TikTok success: “Doja Cat’s gonna do what Doja Cat wants to do,” she said.
Since the release of “Planet Her,” Doja has found remarkable success on the video app which favors “snackable soundbites” — not only making her new releases go viral but also bringing light to her older songs.
Sheridan, who is the head of music partnerships and content operations of TikTok North America, said “Authenticity is the key to success on TikTok,” for a community like Gen Z that seeks to resonate with their favorites.
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