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 that could connect Coca-Cola with independent artists across music, live experiences, brand programs and the UnitedMasters platform, while creating tangible value for artists in return.
The partnership quickly expanded beyond a single activation — spanning custom music, live artist performances, artist-support tools within the UnitedMasters platform, and brand-specific programs including vitaminwater City Flavors. Within its first months, Coca-Cola was showing up across both sides of the UnitedMasters ecosystem: creating cultural moments for consumers while investing directly in the tools and opportunities independent artists use to grow.
My Role
- Developed and expanded the Coca-Cola Company relationship across multiple brands and workstreams
- Built and packaged opportunities spanning artist programming, custom music, live experiences and platform integrations
- Managed artist-facing execution, coordinating across artists, managers, brand and internal teams to move opportunities through delivery
- Connected brand objectives to artist needs and UnitedMasters capabilities across partnership storytelling and execution
Collaborative — across brand, artist, product, creative and partnership teams.