Session
From Campaigns to Culture: How Brands Actually Break Through Today
In a landscape where audiences are harder to reach and even harder to impress, the most impactful brands aren’t just launching campaigns—they’re becoming part of culture. This panel explores the shift from traditional, top-down marketing to ideas that live within communities, conversations, and moments that matter.
Drawing on insights, the discussion will unpack what separates work that simply performs from work that resonates, travels, and earns recognition at the highest level. Panelists will examine how brands are showing up authentically across music, live experiences, social platforms, and emerging technologies—and why cultural fluency is now a prerequisite for creative success.
Key themes include:
Why the traditional “campaign” model is losing effectiveness
How brands can participate in culture without forcing relevance
The role of music, creators, and communities in shaping brand perception
Turning moments into movements—and attention into lasting connection
Andrew Schiffman
LGND Music - Head of Artist Relations
New York City, New York, United States
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