Dozens of music industry executives, advertisers, and eager students crowded into a room for Universal Music Group and Mass Appeal's panel and showcase during 2017's Advertising Week. at Thompson Reuters for the standing room only event.
Hip-Hop is now the most popular genre for the first time since Nielsen started measuring music consumption in the United States.
As the genre continues to grow, it becomes increasingly important to have an open dialogue with brands about the ever-evolving culture of hip-hop.
The panel, presented by Universal Music Group & Brands and Mass Appeal featured Andre Torres, VP Urban Music/Universal Music Enterprise, Ethiopia Habtemariam, President/Motown Records, Sacha Jenkins, Chief Creative Officer/Mass Appeal, Tuma Basa, Global Head of Hip-Hop/Spotify and Shana Barry, Experiential Manager, Music and Entertainment/Aneuser—Busch Inbev and Mike Tunnicliffe, EVP, Head of UMBG USA.
The panelists discussed the evolution of the genre, its historic relationship with brands and ways to forge a path to future success.
Later in the evening, Mass Appeal hosted a showcase at Irving Plaza, Pusha T, Dave East, Ski Mask the Slump God and Mick.
Take a look at some pictures: