I'm With the Brand - Sonos, Heineken, Absolut, The North Face, Evian, Air France and more.
Thu 17 Jan | De Oosterpoort, Back 6 | 13:30 - 14:30
Thu 17 Jan | De Oosterpoort, Back 6 | 13:30 - 14:30
Presented by: Buma Music in Motion

I'm With the Brand - Sonos, Heineken, Absolut, The North Face, Evian, Air France and more.

Steven Dolcemaschio Sonos (US), Peter Kan First Day of Spring (NL), Hans Schlatmann Sony, ATV (NL), Diogo Pinheiro Heineken International BV (NL), Antoine Barbier BETC Paris, General Pop (FR)

Management | Labels & Publishing | Marketing & PR

English spoken


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. First Day of Spring builds brands trough the power of music; their ideas, content, activations and experiences have delivered powerful brand impact for Absolut, The North Face, Mazda and Napapijri, among others. Desperados has been fostering wild experiments in party and music by rejecting the ordinary and amplifying creativity. Over the last years, the brand has been pushing the party scene boundaries, producing epic events like the first party in zero gravity, the world’s deepest dance floor or a music festival in hot air balloons, just to name a few. This session brings together a panel of marketing leaders from Sonos, Heineken (Desperados), First Day of Spring, BETC Paris and Sony/ATV to share best practice and case studies along with practical advice for artists and brands alike. How do brands and artists remain authentic with the brand sponsor model 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? And how exactly do you match an artist or a song to a brand? David Bowie and Louis Vuitton was clearly a match made in heaven, but was Ed Sheeran and M&S mode an idea that worked for both parties? And what about Chuckie and Apple? How do you create good and creative matches objectively? Based on a brand strategy model, several cases will be discussed by Sony/ATV's Hans Schlatmann before the panel.


  • Steven Dolcemaschio

    Steven Dolcemaschio Sonos (US)

    Steven Dolcemaschio 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 physical and digital experiential activations.

  • Peter Kan

    Peter Kan First Day of Spring (NL)

    In 2013 Peter Kan 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.

  • Hans Schlatmann

    Hans Schlatmann Sony, ATV (NL)

    Hans Schlatmann loves music and marketing, and combines the two in his role as Senior Sync And Marketing Manager at Sony/ATV Music Publishing in Amsterdam. He’s worked on many campaigns with agencies such as TWBA, 72andSunny and CZAR, as well as directly with brands, on both creative and business level. Sony/ATV represents the songs of legendary artists such as The Beatles, Queen, Stevie Wonder and Ed Sheeran as well as - in Holland and Belgium - Haevn, Kovacs, Feng Suave, Nona, Son Mieux, Hooverphonic, Faces On TV and many others. Sony/ATV offers brands, agencies, music supervisors and film companies advice, search and licensing services regarding the use of music – both hit songs and new work by young and emerging artists and songwriters - in campaigns, commercials and films.

  • Diogo Pinheiro

    Diogo Pinheiro Heineken International BV (NL)

    Desperados Global Communications Manager Diogo Pinheiro has been driving the brand’s global creative for the past 4 years. During this time, Desperados has successfully produced several ground-breaking party and music experiments:

    - BassDrop: the world’s first party in zero gravity, featuring Barong Family’s Mike Cervello above the skies of Las Vegas;

    - TrainTrax: a musical instrument train with Mount Kimbie in Warsaw;

    - SkyFest: the first hot air balloon electronic light orchestra starring Jackmaster, Honey Dijon and Paco Osuna outside Barcelona,

    - SoundStage: an international DIY sound stage in Amsterdam led by KiNK;

    - DeepHouse: the world’s deepest dance floor in Venice with Peggy Gou and Artwork

  • Antoine Barbier

    Antoine Barbier BETC Paris, General Pop (FR)

    After three years as Financial Auditor, Barbier decided to change his professional career completely in 2015. I joined the French ad agency BCKSTG/Fred&Farid for 2 years, and I'm now part of the BETC/General pop team. BETC is one of the biggest ad agencies in France working with international brands such as Lacoste, Air France, Peugeot, YSL, and many more. He is also A&R for the label Pop Records (Taur, Postal..). Barbier is also a musician, playing the bass in the French band BRACE ! BRACE !


  • Gary Smith

    Gary Smith (GB)

    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.