Have you ever thought about how Music enhances marketing? Why do brands so popularly partner with artists, and how can they do it best? Here to share his take on marketing with music is Geoff Cottrrill. Learn how he started the Rubber Tracks initiative at Converse to support emerging artists, the story behind Starbucks CDs, and the time Paul McCartney showed him baby pictures of his daughter Beatrice!

Geoff Cottrill is a marketing wizard and music taste-maker. He has held marketing executive roles with some of the best-known brands in the world from Proctor and Gamble to Starbucks, to Coca-Cola, Converse, and Now Top Golf. Geoff was also the chairman of the Grammy Foundation for over a decade. Music and marketing have been an important strategic initiative for him, having launched Converses undiscovered artists program called Rubber Tracks and Starbucks’ music initiative Hear Music.

Big Takeaway: When using music in your marketing efforts, the best thing you can do is let the artist do their art. Find the artist that matches your brand’s vision but then ask them what they want to do. Let them be authentic and simply be the platform allowing them to share their authenticity.

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Voices Behind The Music is presented by Feed Media Group and produced by Growth Network Podcasts