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Brands; Don't Break Artists, Balance Them

Chris Phelps, head of sync at Finger Music, on how music & ad trends create opportunities for brands & artists.


Nike’s latest collaborator isn’t an athlete, they’re a musician. FKA twigs recently accepted the position of creative director with the sportswear brand. While other sporting brands continue to make deals with leading sports personalities, Nike has chosen a musician with a relatively niche following to transcend the role of brand ambassador, driving new content streams for the brand.

Why? The partnership is mutually beneficial to both parties. FKA twigs’ persona, ideals, style and reputation align perfectly…to continue reading please subscribe now

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