music
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Turning music catalogues into brands with cultural currency
From Stevie Nicks’ Barbie to Whitney Houston’s MAC line, Primary Wave shows how legacy IP can anchor brands in contemporary culture.
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Rain, rappers and a whiskey workaround
Jameson hijacks a ruined listening party with upbeat music, turning it into a stage for cultural storytelling.
Rhyme, rain and Red Label brew a monsoon remix
With hip-hop rhymes and kulhad vibes, Red Label taps into India’s tea-soaked monsoon nostalgia with a cultural twist.
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AB InBev India moves beyond sponsorships—Betting big on owned festivals
Globally, AB InBev invested $7.2 billion in sales and marketing in FY24, focusing on strengthening its mega brands and building brand equity in high-growth markets like India.
WPP and Universal Music Group partner to connect brands with audiences through music
This partnership will enable WPP clients to connect with audiences worldwide through music-focused campaigns built around data-driven insights.
Warner Music India tunes in to live events with SkillBox stake
This gives the music entertainment company an opportunity to reach more fans and offer artists a streamlined approach to live performances.
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