English spoken

Tolhuistuin - Tuinhuis

I’m With the Brand: Sonos, Gibson, The North Face

Music partnerships have long offered brands a powerful way to reach audiences on an emotional level, and when companies want consumers to connect in an "authentic" way, music is the glue which makes that happen. For example, Sonos has found success building genuine relationships with artists, rooted in true product affinity, then, leveraging these relationships to create mutually beneficial partnerships and experiences, with the artists’ work and the Sonos sound experience at the centre. Gibson Brands, the world’s most iconic guitar brand, has shaped the sounds of generations of musicians and music lovers across genres for more than 100 years, and is now working with artists on social media to promote the brand. First Day of Spring builds brands through the power of music; the company's ideas, content, activations and experiences have delivered powerful brand impact for Absolut, The North Face, Mazda and Napapijri, among others. This session brings together a panel of marketing leaders from Sonos, Gibson and First Day of Spring to share best practice and case studies along with practical advice for artists and brands alike. How do brands and artists remain authentic when the brand sponsor model is replaced by creative partnerships that are mutually rewarding? Are smart marketers able to create far more strategic and targeted partnerships with artists, armed with data generated by digital distribution and social media platforms?


Steven Dolcemaschio (Global Director of Cultural Marketing & Brand Activation Sonos, US)


Steven has been working in music and marketing for the past 12 years on both the industry and brand side. He started his career at New York-based independent record label Tee Pee Records whose roster included acts such as The Brian Jonestown Massacre, Earthless, Witch, High On Fire, Sleep and Graveyard. Following his time at Tee Pee he moved on to Converse to work on their Global Music Marketing team. There he led the development of Converse’s brand and music activation platforms, artist relationships and partnerships. He is currently at the sound experience company, Sonos, where he is the Global Director of Cultural Marketing & Brand Activation. In his current role he leads global strategy for how the brand shows up in creative culture and how these partnerships and relationships extend into Sonos consumer facing physical and digital experiential activations.

Ramon Govaars (Entertainment Relations, Gibson, NL)


Ramon is responsible for the artist relations and brand building activities for Gibson Brands in the Benelux. Gibson Brands, the world’s most iconic guitar brand, has shaped the sounds of generations of musicians and music lovers across genres for more than 100 years. The Gibson Brands portfolio includes Gibson, the number one guitar brand, as well as many of the most beloved and recognizable music brands, including Epiphone, Kramer, Steinberger, and the Gibson Pro Audio division comprised of KRK, Cerwin Vega, and Stanton DJ The Gibson Entertainment Relations showroom is located in the A’DAM Tower, Amsterdam. Ramon has been active in music and marketing for more than 15 years with companies such as Red Bull and De Grote Prijs van Nederland. He is the co-inventor and former executive producer of the Red Bull Soundclash, an internationally acclaimed music event.

Peter Kan (Founder, First Day of Spring, NL)


In 2013 Peter founded First Day of Spring, a creative company specialising in building brands through the power of music. In the same year he also founded the internationally acclaimed electronic music brand Audio Obscura and launched Dance & Brands - the pioneering conference highlighting collaborations between consumer brands and the electronic music industry. As a true entrepreneur, Peter is a master of reinvention. He’s spearheaded over 300 events from New York to Shanghai, sold over 250,000 tickets and booked over 500 international artists across multiple music genres. He boasts over 10 years of marketing experience with numerous wins and nominations for his creative work such as This is our House for Absolut Vodka. He is also the only person in the world who could pull off a rave with Underworld beneath Rembrandt’s masterpieces at the Rijksmuseum in Amsterdam. Despite spending a lifetime on different dance floors across the globe, Peter’s team still makes fun of his moves. Luckily listening to music is the most important thing he does every day, not dancing to it. Peter is born and raised in the Netherlands and has a MSc in Marketing from Vrije Universiteit in Amsterdam.


Gary Smith (Journalist, FR)


Multi-lingual (French/Spanish/Dutch) journalist, translator, copy writer and daytime conference programmer/moderator at the Amsterdam Dance Event and at the Brazilian Music Conference (BRMC). Regular writer for Television Business International (TBI), Cannes Lions Daily News, Location International Magazine, MIDEM News, MIPTV & MIPCOM News, Sportel and the Monte Carlo TV Festival magazine. Specialist subjects include music, technology, social networking, advertising, online media, sport and business strategy.