Partnerships between Artists and Brands: A Case Study in the Brazilian Music Market

Danilo C. Dantas, Anita Carvalho, Veranise Jacubowski Correia Dubeux, Bianca Mansur

Danilo C. Dantas is professor of Marketing at HEC Montréal, where he is the pedagogical director of the professional master and graduate diploma in management of cultural organizations. His research focuses on the marketing of music. His work has been published in outlets such as the European Journal of Marketing, Journal of Interactive Marketing, Journal of Public Policy & Marketing, among others.
Anita Carvalho holds a master’s degree in Creative Economy Management from ESPM, with a background in Music & Business from PUC-Rio, and a bachelor’s degree in Administration with a focus on Marketing and Entertainment Management from ESPM. She is a partner at Música & Mídia Produções, a company specializing in artist career management (representing artists such as Diogo Nogueira, Suricato, Manda, and Fernando Rosa). She has worked as a manager for numerous cultural projects and has been involved in the production of over a thousand musical performances, including both national and international tours. She also conducts research in the field of artistic management as a member of the Creative Economy Lab at ESPM.
Veranise Jacubowski Correia Dubeux holds a Ph. D. in Mechanical Engineering from the Federal University of Rio de Janeiro. Currently, she is a faculty member and researcher in the Professional Master’s Degree in Creative Economy, Strategy and Innovation at ESPM-Rio (PPGECEI), a researcher at the Creative Economy Laboratory (LEC), and a professor in graduate courses teaching subjects such as Information Visualization, Marketing Intelligence, Applied Statistics, and Modeling.
Bianca Mansur has a degree in Film and Audiovisual from the Fluminense Federal University (UFF), Brazil, and currently works in executive production with Brazilian singer Diogo Nogueira.

ABSTRACT
This case study is based on events that took place in 2020. The data was obtained through interviews with the parties involved in this initiative, which include two companies: the Rede D’Or Group and Musickeria, as well as three Brazilian artists, namely Nando Reis, Ana Vilela, and Gabriel Moura. It describes a partnership between artists and a commercial brand that resulted in the “Laços” campaign, a branded entertainment project paying tribute to healthcare professionals who were working on the front lines against COVID-19 at that time. The campaign was carried out through the release of a song of the same name on radio and streaming platforms, along with a music video on digital platforms.
KEYWORDS
Music; artist; brand; partnership; COVID; Brazil