Staff
Feb 22, 2021

Words matter: Using voice for purpose

VIDEO FROM SPIKES ASIA X CAMPAIGN: Singaporean singer-songwriter Nathan Hartono and Warner Music Asia share how artists want to lend their voice to brands that are communicating messages that matter.

This session was broadcast during Spikes Asia X Campaign at 4:40 pm on February 22, 2021.

In 2020, it was not just brands who had to get creative about communicating with people in lockdown, music artists around the world also lost their live platforms, and in a way, they lost part of their voice.

Whilst song writing, music streaming, social media and live stream kept musicians busy, brands have also played a key role as an enabler for artists to spread their messages in more meaningful and creative ways.

Singaporean singer-songwriter Nathan Hartono and Warner Music Asia share more on how artists want to lend their voice to brands that are communicating messages that matter these days.

From charity events to opening up about his own struggles with mental health in a bid to destigmatize conversations around the topic. Nathan talks about just a few projects he was involved with in 2020 and why Amazon, United for Global Mental Health and Riot Games were amongst his most enjoyable partnerships.

  • Creating the win-win scenario – how brands, agencies and artists can work together to amplify messages that matter to wider audiences?
  • What makes for the most successful partnerships between music, artists and brands?
  • What topics matter the most to artists like Nathan Hartono and how this can lead to more creative ideas that resonate?
  • How purpose and shared values can lead to the most authentic and meaningful partnerships?

Speakers:

Nathan Hartono
Singer-Songwriter-Actor

Becky Yeung
Regional Head of Brand Partnerships
Warner Music

See our editor-written coverage of this session and the rest of our Spikes Asia X Campaign coverage:

Related Articles

Just Published

1 hour ago

Let your cricket do the talking; brand associations ...

Jacob's Creek recently announced the former Australian cricketer as brand ambassador. We caught up with him to learn more about how he approaches deals with brands, uses social media, and more...

2 hours ago

'More than a cyclical recovery': WPP Q3 growth ...

Share price rises close to its highest level since pandemic.

9 hours ago

Creative Minds: Ariel Chen takes the 'road of no ...

We get to know the group creative director at BBDO Shanghai through her answers to 11 questions. Learn about how she got into advertising, why she ascribes to the 'Underachiever's Manifesto', and the secret talent that helps her stay happy.

9 hours ago

LG Signature takes inspiration from Sydney Dance ...

INSPIRATION STATION: Who wouldn't be awed by these amazing photos of dancers in action? LG's new pact not only supports the company but gives select customers the chance to learn from the best.