LATEST NEWS
MAX Campaign is Finalist in MediaPost Creative Media Awards
January 2021
Our recent campaign for California Tobacco Control Program — “We Are Not Profit” — featuring R&B artist and social activist, Goapele, was recognized by MediaPost’s Creative Media Awards as one of the top 3 finalists in the Native Marketing category…
Songs for Screens: Kane Brown Talks Returning to Nashville’s Ryman Auditorium, ‘Dueting’ With Dr Pepper
September 2020
For his latest collab with the brand, Brown will play his first concert at Nashville’s Ryman Auditorium in an exclusive live-streamed performance sponsored by Dr Pepper & Cream Soda on October 8 at 7:30 p.m. CT…
Memphis Grizzlies to honor Sheryl Swoopes, Doug Williams, Robert Parish, Caron Butler as part of 18th Annual MLK Jr. Celebration Game on January 20 vs. Pelicans
January 2020
Southern Avenue is the latest act to become part of the Ford Music program (powered by Music Audience Exchange – MAX), a program that features music from some of the biggest breakthrough artists and mainstream stars in the country…
Songs For Screens: Jimmie Allen Talks Ford Campaign, Upcoming Biopic: ‘It’s Gonna Be A Country ‘8 Mile”
September 2019
In between stops on his current headlining tour, Allen spoke with Songs For Screens about the childhood connection to Ford’s new campaign, his plans for an upcoming biopic based on his life and bringing diversity to the country airwaves…
Emerging Artists Are Key For Building Authentic Connections Between Brand And Consumer
June 2019
By becoming part of an emerging artist’s story, brands can build authentic connections with consumers at the same time that artists…
U.S. Cellular’s Summer Presence Boosted With Country Star
June 2019
This year, the wireless carrier is teaming with Dustin Lynch, showing up at festivals in support of his new single, “Ridin’ Roads”…
Dustin Lynch Sweepstakes
June 2019
Broken Bow Records’ Dustin Lynch and Music Audience Exchange (MAX) have joined forces for a campaign with U.S. Cellular…
U.S. Cellular and Dustin Lynch Team Up For The Summer
June 2019
Music Audience Exchange Powers New Music Campaign with Chart-topping Hitmaker…
Intent Marketing Done Differently
June 2019
By contrast, Music Audience Exchange opts for the slow nurture approach. The featured artist introduces themselves, talks about their partnership with the brand, and provides samples of their new music. The audience can hear more by visiting a branded landing page…
Why Marketers Need to Push for Inclusivity in Music
May 2019
Women are increasingly demanding a seat at the table. This cultural shift means marketers need to rethink female representation in their marketing to general audiences, particularly as they use music to engage consumers…
Revealed: Billboard’s 2019 Branding Power Players
May 2019
Our Branding Power Players report describes the achievements of 83 executives from the live sector, consumer companies, branding agencies, talent agencies, management companies, the media, digital firms, publishers and record labels…
What Brands Can Do to Maintain Culture While Reaching Their Diverse Audiences
April 2019
Ambicultural Americans struggle to maintain ties to our roots with nearly every consumer choice we make. Marketers can leverage this opportunity if they make their brands relevant to ambicultural audiences by understanding the consumer and evaluating data…
How Artists Can Drive Brand Partnerships
February 2019
With such a high volume of new music constantly being released, artists and their music have a difficult time breaking through and getting traction among listeners…
3 Ways Marketers Can Connect on a Deeper Level With Their Hispanic Consumers
February 2019
Last year, Hispanic purchasing power reached $1.6 trillion. By 2060, Hispanics are projected to make up 27 percent of the U.S. population…
The MoEngage Book of Marketing Trends 2019
February 2019
With brands directing their efforts to highly targeted regional initiatives, the shift to local influencers is growing and will become the focus in 2019…
Influencer Marketing Trends 2019
February 2019
As recently as 2016, the average following of Instagram creators used in campaigns was around one million; today, that number has dramatically decreased. This trend is due in large part to a shift in KPIs among brands from campaign reach to measurable trust…
2 Trends To Adopt In Social
January 2019
“At the core of this trend is the intent to show genuine moments with already highly engaged communities,” said Maria A. di Fonzo, Director, Social Media Programs…
Q+A: New Music Audience Exchange CRO On Bringing Experience From Rolling Stone
January 2019
In his new role at Dallas-based MAX, Michael Provus says he’s building out the platform “to become the single source for connecting all brands, artists, and music-related media to scale the partnerships of the future…
Why Music Audience Exchange Brought In A Rolling Stone Exec To Pitch Data-Driven Music Sponsorships
January 2019
Music Audience Exchange (MAX), a service/tech platform that uses data to pair up-and-coming musical artists with brands, reached into the publishing world to hire Michael Provus as its Chief Revenue Officer late last December…
Brandspeak: It’s Time For Brands To Personalize The Noise
December 2018
And that’s really the key: Personalization. It’s a must for today’s consumers. According to Accenture data, 60 percent of consumers prefer brands that provide personalized real-time promotions and offers….
Music Audience Exchange Taps Wenner Media’s Provus As CRO
December 2018
Following eight years with Wenner Media and 20 years in the publishing business, former Wenner CRO Michael Provus recently made the jump to music tech platform Music Audience Exchange (MAX) as its new CRO…
Unsung Heroes – The Artist Relations Exec: Maxwell Zotz, Music Audience Exchange
December 2018
Maxwell Zotz gets satisfaction from being able to offer artists of all sizes brand partnership deals that make an actual and significant impact on their career…
Music Audience Exchange Adds Former Rolling Stone Exec as Chief Revenue Officer
November 2018
Music Audience Exchange today announced the appointment of Michael Provus as its new Chief Revenue Officer (CRO)…
Revealed: Billboard’s 2018 Digital Power Players
November 2018
At streaming services, record labels, music publishers, distributors, promoters, booking agencies, social media sites, rights organizations and more, these are the executives shaping the industry of the future…
2019 Best Tech Startups in Frisco
November 2018
The Tech Tribune staff has compiled the very best tech startups in Frisco, Texas…
Sounds Like Soft Drinks: Music Audience Exchange
October 2018
How to build a database of the world’s musical artists; and match them to products and consumers…
Music Audience Exchange’s Nathan Hanks is Bringing Brands Into the Music Ecosystem
October 2018
Nathan Hanks, Founder & CEO of Music Audience Exchange, sits down with Ad Age President & Publisher Josh Golden to discuss how bringing brands and artists together is helping marketers deeply engage their audience…
How Platform Strategies Continue To Create Value
September 2018
Platforms were once considered small and even quirky additions to business strategy. This is no longer the case…
The Soundtrack of Sports Marketing
August 2018
Beyond the confines of the stadium, music, marketing, and sports come together to create what can often be a strange marketing stew…
Planning Tomorrow’s Platform Markets Today
August 2018
Entertainment and healthcare are two more industries that must quickly adopt innovative platform models…
Marketing To Hispanics Isn’t Total Market Vs. Multicultural, It’s About Knowing Your Audience
July 2018
Marketing that represents the diversity of America has come a long way in recent years, but the focus on total market and the widest possible reach is pushing marketers toward a false choice…
MGT112: Promote Your Band By Promoting A Brand
June 2018
On this Music Growth Talks episode, Nathan shared details on how their matching engine maps 1.8 million artists…
Smart Speakers Are Listening; Brands Can Help Us Find Our Voice
June 2018
Marketers have taken notice of this powerful trend. But just as early experiments in branded mobile apps hinged on utility, success in the smart speaker space depends on brands enriching our everyday lives…
MGT112: Promote Your Band By Promoting A Brand
June 2018
This new model helps brands reach potential customers in a more authentic and human way, while allowing artists to grow their careers through meaningful investment from brands (e.g. buying radio play for a song, or sponsoring a music video instead of a plain video advertisement)…
Building a Multicultural Marketing Strategy That Works
April 2018
Today’s marketers, recognizing that multicultural audiences in the U.S. represent a massive opportunity, are seeking new ways to engage and define those communities…
New Tool Aims to Connect Brands and Artists Based On Fans’ Music Tastes
April 2018
Brand speak aside, what MAX has done with its Artist Matching Engine is create a database of information based on the listening and lifestyle habits of fans of more than 1.8 million artists across 900 genres…
The Music That Unites Us
March 2018
Today’s communal bonds are more powerful than ever before, thanks to the digital revolution. Online playlists connect tens millions of people into a tapestry of overlapping communities…
Why More And More Brands Are Catering To Country Music Fans
March 2018
In mid-February, when Ford unveiled its Ford Month Truck campaign with country star Brantley Gilbert, the carmaker used data science from Music Audience Exchange…
10 Best Tech Startups in Plano
March 2018
The Tech Tribune staff has compiled the very best tech startups in Plano, Texas. In doing our research, we considered several factors including…
How Technology Disrupted What It Means To Be “Cool” And The New Role That Brands Play
February 2018
Rosemary Waldrip, VP Marketing at Music Audience Exchange explains, how today’s stars can come from anywhere…
Frisco-Based Music Audience Exchange Wants ‘To Shake Things Up in Music’
February 2018
Getting your name out there in the music business was tough before the internet came along…
Top 10 Super Bowl ‘Music Moments’
February 2018
We invited folks from around our organization to give thoughts on their favorite “music moments” of the Super Bowl, and have rounded up a compilation…
Dare To Drop: Top Challenges For Marketers Set To Intensify in 2018
January 2018
Executives from Top Marketing Technology Companies Participated in Our Predictions Series 2018 and Identified the Top Challenges That Marketers Would Face in 2018…
Industry Profile: Music Audience Exchange (MAX)
January 2018
One of the challenges music artists face today is promoting their music in an efficient way to garner traction and more fans…
Spotify Tempts Investors With Report Of 70 Million Subscribers
January 2018
Streaming provider plans to list shares in first quarter. Music industry sales have grown three years in a row…
Experts Share Predictions On The Digital Audio Ecosystem In 2018
December 2017
Programmatic audio has seen great strides in 2017; and as technological capabilities continue to advance…
We Are What We Listen To: How Music Makes Our Identity
November 2017
There’s a BuzzFeed quiz that promises to guess your age based on how you answer nine questions about pop music…
Are We There Yet? 360 View Of Customer Journey
November 2017
Marketers certainly know more about their customers today than in the early days of the Web…
CMOs, Audiences Move To Their Own Beats
November 2017
Marketers have long understood the power of music. As early as the 1920s, when commercial radio was in its infancy, advertisers began experimenting with jingles…
Frisco Startup MAX Drives Brand Engagement Through The Power Of Music
November 2017
MAX uses proprietary technology to catalog artists from 760 different genres of music, breaking the demographic down by age, location and race…
Brands Supporting Emerging Music & Artists
October 2017
Budweiser partnered with Boiler Room and hosted a series of events around the globe…
US Marketers Spend 10x More On Sports Than Music – But Why?
October 2017
Marketers spend money on sports because collectively, football, baseball, basketball and hockey form a reliable channel and attract a massive consumer base…
Techweek 100 Dallas
October 2017
Nathan Hanks, Co-Founder & CEO of Music Audience Exchange joins the top 100 in Dallas…
Tom Petty’s Place Among the Music Greats
October 2017
Twenty-four hours that broke the hearts of musicians and music fans: Thoughts on the death of Tom Petty and the shooting massacre in Las Vegas. Sue’s guest is George Howard, Berklee College of Music…
Eminem Fans May Soon Have A Chance To Profit From Their Hero
September 2017
Rapper Eminem is one of a handful of artists with two albums that have had 100-week runs on the Billboard charts…
No Sellouts: How Fans Become Customers When An Artist Keeps Control
September 2017
For musicians, technology is a double-edged sword. Today, every musician has access on a laptop to the full firepower of a recording studio. And when they’ve created their masterpiece…
Music Audience Exchange Adds Leadership, Moves Headquarters To Frisco To Support Rapid Growth
September 2017
Digital platform Music Audience Exchange (MAX) has announced the appointments of Greg Glenday (Shazam) to its Board of Directors, Steve Fullbright as Chief Operating Officer (COO), and Lara Dulaney as VP of Finance…
Music Audience Exchange (MAX) Bolsters Leadership And Moves Headquarters To Support Rapid Growth
September 2017
Appointments include Shazam CRO Greg Glenday to Board of Directors, Steve Fullbright as Chief Operating Officer and Lara Dulaney as VP, Finance & Controller…
Still A ‘Teenager In Company Years’, MAX Leaves Nest For New Home In Frisco
September 2017
Founded in 2014, Music Audience Exchange is young—but it’s earning A’s in school and recently moved into a new space in Frisco. The consumer marketing company pairs brands with musicians and will reach eight-figure revenue in 2017, CEO Nathan Hanks told the Dallas Business Journal…
Coors Light Celebrates New Radio Music Acts To The MAX
August 2017
Inside Radio recognizes and highlights how Coors Light is engaging diverse millennial audiences through music…
MAX Co-Founder George Howard: Examining The Music Industry & Blockchain
August 2017
Future Tech Podcast interviews George Howard, MAX Co-Founder and Head of Music, about how MAX is helping artists create more sustainable careers on their own terms…
Tuning Into Podcast Sponsorship, Programmatic Audio And Native Audio Sponsorships
August 2017
Marketing Land’s Kevin Lee interviews MAX Founder and CEO Nathan Hanks about the big opportunites for brands to bring music to fans…
Portada: Spotify, Sanofi, Coors Light…
August 2017
Portada highlights how Coors Light and MAX are elevating NYC-based bachata artist Kewin Cosmos as part of the full “My Climb. My Music.” marketing program…
Curated Playlists’ Rise To Power
August 2017
Hypebot shares music consumption analysis by Brian Reitz, Marketing Manager, Artists at MAX…
The Rise Of Curated Playlists
August 2017
Brian Reitz, Marketing Manager, Artists at MAX, analyzes in Music Business Journal how music consumption trends are starting to affect curators and creators…
Carlos Diaz De Music Audience Exchange: Anunciantes Deben Considerar Matices Culturales Al Elegir Música O Artistas Para Mercado Hispano
August 2017
MAX’s Co-Founder and CRO Carlos Diaz gets recognized by PRODU TV for a recent MediaPost op-ed urging marketers to consider nuances when marketing to multicultural audiences…
Culturally Hi-Def: How To Integrate Music Into Cultural Marketing
August 2017
MAX’s Co-Founder and CRO Carlos Diaz argues in a MediaPost op-ed that marketing to multicultural audiences isn’t one-size fits all…
Coors Light Taps Local Music Acts To Connect With Local Audiences
July 2017
GeoMarketing reports on how MAX and Coors Light are driving results with national music program “My Climb. My Music”…
Coors Light Rolls Out Local Musicians Initiative
July 2017
Karlene Lukovitz of MediaPost highlights how MAX and Coors Light are fostering engagement and brand loyalty among millennials with local musicians…
Coors Light Documents The Climb Toward Music Success Via New Artist Initiative
July 2017
David Kirkpatrick of Marketing DIVE analyzes how Coors Light’s partnership with emerging artists via MAX reflects a growing trend in brand marketing…
Q&A: Harnessing The Power Of Music
July 2017
Aaron Baar of MediaPost interviews MAX’s VP of Product Jeff Rosenfeld about the music industry, data science, MAX’s process for partnering brands with artists, and more…
Dr Pepper Partners With Country Artist To Engage Consumers
June 2017
Alexander Neely of Direct Marketing News highlights a partnership between Dr Pepper and country star Brett Eldredge. Jarred Goldner, MAX’s Director of Artist Relations, discusses how the partnership happened and why it’s working…
Can Tidal And Jay-Z Get Sprint New Users?
June 2017
Reema Khrais of Marketplace consults with MAX Cofounder George Howard on the factors affecting and influencing the music streaming economy…
Streaming Concerts Is The New Gateway For Brands Into Music
June 2017
In her latest Forbes piece, Melissa Daniels interviews MAX’s Cofounder and CRO Carlos Diaz about some of the newest ways brands are investing in the music industry…
Music, The Great Unifier In These Divided Times
May 2017
MAX’s VP of Product Jeff Rosenfeld joins a Direct Marketing News podcast to explain why “marketers should consider music in their segmentation efforts, and why music resonates so strongly as a demographic unifier”…
Music Audience Exchange Creates Strategic Music-Brand Partnerships
April 2017
MAX Co-Founder George Howard talks about how Music Audience Exchange is “changing the music industry” in a live interview with Cheddar Media…
“If I Knew Then” With Nathan Hanks, CEO Of MAX
April 2017
Beth Newhart of Crain’s interviews MAX Founder and CEO Nathan Hanks about how a key lesson he learned early in his career affects the way he conducts business today…
Virgin Atlantic’s First Podcast Features MAX Co-Founder
April 2017
Virgin Atlantic launches its co-branded podcast “The Venture” with a deep look into Kill Rock Stars, “one of indie rock’s most respected record labels.” George Howard, MAX co-founder, is interviewed in the podcast’s inaugural episode…
Music Audience Exchange Looks To Grow Engineering In LA After Funding
April 2017
SocalTech highlights opportunities at MAX for software engineers and data scientists…
How Tech Entrepreneurs Can Excel Outside Silicon Valley
April 2017
Andrea Huspeni of Entreprenuer interviews MAX Founder and CEO Nathan Hanks about his unique approach to building a business…
5 Steps To Success For Every Emerging Artist
April 2017
Starting out as an independent artist is a huge challenge, and positioning yourself for success requires careful planning…
Music Tech Is The New Music Industry
March 2017
With the rise of music tech, the music industry can no longer stop the march of technology, and businesses and corporations are now working together with musicians and artists…
Music Audience Exchange (MAX) Closes $6M Funding
March 2017
MAX weaves together 2.4 million artists – from mainstream stars to developing talent – across 765 genres and 200 consumer attributes to find brand-artist matches…
MAX Helps Musician And Brand Partnerships Go To 11
March 2017
As digital continues to fragment audiences, artists and brands are looking to innovative platforms to deliver better targeted content that delivers on consumer satisfaction and business ROI…
Music Audience Exchange Wants To Get Musicians Paid
March 2017
In the late 1990s, Volkswagen approached the music label Rykodisc with a proposition. They wanted to take the music of a then-obscure singer-songwriter…
Chicago Investors Rock And Roll $6M In Plano Company That Matches Music And Marketing
March 2017
Three Chicago investment firms, along with a record label also based in the Windy City, contributed to a round of funding for a Plano company that matches music with ad campaigns…
Music Matchmaker: Plano Startup That Connects Brands And Bands Raises $6 Million
March 2017
A Plano startup that matches up big brands with musicians for ad campaigns has raised $6 million in a round led by two Chicago-based venture firms…
The Right Tune: Marketing Startup Music Audience Exchange Raises $6M
March 2017
Entrepreneur Nathan Hanks has added some data analytics to the match-making mix with his music-focused startup…
In An Ever-Changing Music-Industry, Cash For Hits Remains A Constant
January 2017
As long as there has been a music industry, there have been attempts — both overt and clandestine — to manufacture hits…
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