Real Magic. Real Independence.
Portfolio Partnership · Artist Relations · Product Integration
One partnership. Multiple brands. More ways to back independent artists.
Partner
Project
The Coca-Cola Company had a global music ambition and a portfolio of brands with different ways into culture. The opportunity was bigger than a single campaign — build a flexible partnership around a more useful question: what do independent artists actually need, and how can a brand help provide it?
That thinking expanded the partnership beyond traditional sponsorship into custom music, live artist programming and a first-of-its-kind in-app integration where Coca-Cola could directly support artists with subscription upgrades and mastering credits. The relationship also extended into brand-specific programs including vitaminwater City Flavors.
Within its first months, Coca-Cola was operating across both sides of the UnitedMasters ecosystem — creating cultural moments for consumers while investing directly in the tools, resources and opportunities independent artists use to build their careers.
My Role
- Co-developed and expanded the Coca-Cola Company relationship across multiple brands and workstreams
- Built partnership narratives, pitch materials and commercial stories used to sell opportunities through
- Developed artist opportunities and activation concepts across custom music, live experiences and product integrations
Collaborative — across brand, artist, product, creative and partnership teams.