How can you partner with a musical opportunity? These 4 partnerships will show you the way.

The music industry has always been a great place for brands to integrate and create effective partnerships.  In 2017, however, the possibilities for brands from all different industries to develop unique and brand-building programs are greater than they’ve ever been.

Curious how your brand could partner with an album release, event or tour?  Check out these 4 partnerships we thought knocked it out of the park.

59th GRAMMY Awards | Bulova


Bulova and The Recording Academy partnered to create a custom, GRAMMY-inspired watch that uniquely synergized the integrity, artistry and craftsmanship synonymous with both iconic brands.

The partnership was a part of Bulova’s “History of Firsts” campaign; with a customized ad that recognizes that some of the more memorable “first moments” in our lives are often punctuated by music.

More details about this program here.

Big Machine Label Group | Feeding America & General Mills


Big Machine Label Group, General Mills and Feeding America teamed up for the Outnumber Hunger Campaign, a nationwide effort aimed at fighting hunger in local communities across America.

The partnership included specially-marked packages of nearly 60 General Mills brands including Cheerios, Lucky Charms, Nature Valley and Totinos featuring Outnumber Hunger’s 2017 spokesperson Thomas Rhett. Each package contained a code, which customers could enter along with their zip code online to help Feeding America secure five meals on behalf of their local member food bank.

Learn more here.

Lady Gaga | Bud Light


Universal Music Group and Bud Light partnered to promote the release of JOANNE, Lady Gaga’s fifth album. The partnership included the “Bud Light x Lady Gaga Dive Bar Tour”, four 15-second TV spots that featured portions of tracks off Joanne, and a performance of the single “Million Reasons” which was available on Bud Light social media platforms.

More here.

Panic At The Disco | Hot Topic & Live Nation


Live Nation and Hot Topic partnered to promote Panic! At The Disco’s DEATH OF A BACHELOR TOUR with a sweepstakes. From January 23 – February 20, 2017, fans could enter online for the chance to see the band perform live in Las Vegas. One grand prize winner received a flyaway package, including airfare and hotel accommodations for a two-night stay in Las Vegas, two tickets to the concert at the Mandalay Bay, two autographed vinyl copies of the Death of A Bachelor album, two Hot Topic Panic! At The Disco band tee-shirts, and a $100 Hot Topic gift card.

Additionally, three other participants each received two tickets to the “Death of a Bachelor Tour” in a participating city of their choice, and a $50 Hot Topic gift card.

Find out more on

Look for more blog posts in the future that will cover the partnership marketing industry across even more brand and entertainment categories. Additionally, for access to more partnerships and marketing opportunities, create a profile on

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On behalf of the team at The L.A. Office, thanks for reading and we’ll see you next time!



Nick Mitich

Digital Marketing & Membership Supervisor

The L.A Office

We’ve got the partnership marketing information that can save you time and keep you connected to the partnership marketing community.  For more information on over 1,000 new marketing opportunities and 20 years of partnership marketing activities, visit:



10 Marketing Partnerships we love to talk about…

Everyone loves success stories, and at The L.A. Office, we love to talk about the partnerships that develop as a result of our events.  Here’s 10 out of the 100+ partnerships that were born at our Industry Insights Events.


As the first partnership born from our first event in 2006, we were thrilled to hear that Target and Madam Tussaud’s connected to bring Target’s mascot, Bullseye, into the New York location of Madam Tussaud’s.

bullseye_lassie  target_madametussauds_resized

CMA & Cost Plus World Market

The Country Music Association and Cost Plus World Market teamed up to celebrate the 50th annual CMA AWARDS with a sweepstakes where one lucky winner won a trip for two to the award show and a Cost Plus World Market gift card valued at $1,000… more.cma_cpwm-1

Like what you see here? Make your own Partnership Marketing Success Story at the 2017 Industry Insights Summit (March 29-April 1, 2017)

Join us in Laguna Beach, CA and discover new trends, identify must-have marketing tactics, and build your partnership network in a casual, creative setting with top brand marketers!IIS16_Logo1.eps

Our exclusive event gets results by inviting only senior partnership marketers to attend. If this is you, we promise an experience that’s relaxed, engaging, focused on the future, and dedicated to helping you build successful partnerships.

Don’t miss out on the event that was built for the Partnership Marketing Community. Click here for additional information and request an invitation!


Marriott International and Universal Music Group connected and launched one of our biggest event success stories. The partnership included exclusive performances by established and emerging recording artists, branded video series, social content, music downloads, ticket offers and… more.


VH1 Save the Music & Universal Pictures’s SING

Entertainment companies and brands are turning up the heat with non-profits!  In celebration of Universal Pictures Holiday 2016 release of Sing, VH1 Save The Music Foundation is launching a national conversation to help spread the message about the importance of keeping music programs in schools. For every social media post #SingMovie Universal donated $1.00 for a maximum donation of $40,000 to four deserving schools.


Paramount’s STAR TREK & Acer Computers

After Acer’s Marketing Exec spoke at the 2012 Summit, she said a few things that got the Paramount team going.  For the theatrical release of STAR TREK INTO DARKNESS, Acer launched a new product in sync with the release of the film. Additionally, consumers could pre-order the Aspire Touch Notebook and receive a STAR TREK … more.


THE ELLEN SHOW & PlayMonster’s 5 Second Rule

Here’s a timely program that keeps growing and growing!  What started as a one-time integration,  PlayMonster’s 5 Second Rule  from  is now a highly anticipated segment on the THE ELLEN SHOW.  Celebrities from Sophia Vagara to…. more.


Be sure to watch the ELLEN/5 Second Rule video too!

Denny’s & Warner Bros. Pictures THE HOBBIT (VIP Access)

When John Dillon (CMO of Denny’s Restaurants) spoke at the 2010 Summit, he never expected to walk away with a long-term partnership with Warner Bros. Pictures‘ THE HOBBIT. Check out the details (and TV spots) here.


California Lottery & Warner Bros. Records

Warner Bros. Records together with The California Lottery partnered to create Warner Bros. Scratchers with select music artists from the Warner Bros. Records roster.



When BEHR Paints came to the Summit last year, everyone wondered what they could do with a paint company.  Well, Telepictures Productions’ THE ELLEN SHOW partnered with Behr Paint for a six-week digital series, “Grand Design with The Cousins,” which aired on The Ellen Network. The series featured design experts and HGTV stars, “The Cousins,” John Colaneri and Anthony Carrino… more.


And so many great Brand + Brand connections happen too!

Delta Vacations & McDonald’s  (VIP Access)

We love when our event partners find ways to work together… especially when they are amazing brands.  McDonald’s together with Delta Vacations partnered to promote the annual McDonald’s MONOPOLY game contest with prize fulfillment as part of one of their largest prize pools ever.


Fetzer Wines & Hormel Meats

After a chance meeting at our event in 2015, Fetzer Wines and Hormel partnered to bring their products together at retailers throughout the country.  They offered a $10 coupon when you purchase a Hormel Gatherings party tray.


Marketers attend The Industry Insights Summit for great content and networking… everyone leaves with new relationships and opportunities.

What will you gain by attending the Summit?

  • Discover new trends within the partnership marketing community
  • Build up your partnership network with top-level executives
  • Identify must-have marketing tactics
  • Brainstorm potential partnerships with top brand marketers

Registration is limited to client-side brand and entertainment marketers.  Don’t miss out on the event built for the Partnership Marketing Community. Register today!