SIMPATICO launches with a fresh approach to Music + Brand Partnerships

18 August 2022 - Press release

 

Today (August 18th) sees the official launch of Simpatico, a new consultancy aiming to recalibrate the relationship between brands and music. 

Founded by Gary Cohen, Simpatico will tap into changing music industry dynamics and connect brands and their agencies directly to decision makers at the heart of an artist's core team - building long-term mutually-beneficial partnerships with artist managers, and facilitating the complete delivery of campaigns, from contract to activation. 

Bringing a unique insight to this increasingly important sector, Gary has more than 30 years experience on both sides of the negotiating table, working as a Planning & Strategy Director for ad agencies including Ogilvy's and Havas before serving as Brand Partnerships Director at ATC Management, the leading independent artist management company with offices in London, New York and LA. ATC are now a stakeholder in Simpatico.

At ATC, Gary initially developed relationships with brands like SONOS and Burberry for artists including Johnny Marr and Benjamin Clementine.

He subsequently developed a range of creative collaborations for both ATC and non-ATC artists including Mark Ronson and W Hotels, Little Simz and Bella Freud, AJ Tracey and Flannels and Mahalia and MATCHESFASHION.

Simpatico has already delivered a number of high profile partnerships in 2022, including a major IRL and livestream event for Jameson featuring Fontaines DC, a social media campaign for O2 with multiple artists including Griff and Self Esteem, the headline event for UK National Day at EXPO 2020 in Dubai featuring John Newman, and a broadcast deal with Sky Arts to air a performance earlier this year by The Smile, the new project from Thom Yorke and Jonny Greenwood of Radiohead.

 

Explaining Simpatico's proposition, Gary said:

"These days, most artists operate as autonomous, self-sustained businesses. They call their own shots, and their managers understand the value of collaborating with a brand with whom the artist has a strong personal or creative affinity. Done right, these kinds of partnerships can be hugely beneficial to both parties. 

"Simpatico has deep-seated relationships with managers for the world's leading artists, which means we can help brands take a truly agnostic approach to selecting artists rather than be limited by just one roster via an agent or label. I also find working directly with the artist and their core team brings multiple benefits for the brand, including quicker response times, greater availability of fan data and increased engagement. 

"For a long time the music industry has been too transactional in its approach to working with brands. We are breaking those chains by becoming strategic partners rather than just talent providers, and through our management background we can provide brands with unique insights into effectively engaging the music fan.

"By turning the traditional model on its head, I believe Simpatico can unlock immense value by creating genuinely authentic and long-term partnerships." 

Simpatico's work will cover all aspects of campaigns, including content creation, programming, social campaigns, live performances, sponsorship, endorsements, co-collaboration and more. 

 

For more details go to www.simpaticomusic.co.uk