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Music Marketing

Passion Point's CEO has created over 100 of the most iconic music brand partnerships that still resonate today. The Passion Point team continues to create compelling music partnerships for our roster of clients. Below are examples of our collective work.

Michael Bublé X Transit Wireless

The video of Michael performing live in the NYC subway to celebrate his new album and the launch of wireless in NY subways was edited and released 2 hours after the performance and received over 4.6 million views!

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Jon Bon Jovi X Advil

Jon Bon Jovi and his nonprofit, JBJ Soul Foundation, worked with Advil on a multi-agency marketing campaign that included TV and digital ads, social media, a photo montage and an exclusive video of Jon on Advil’s website. The Advil campaign was Jon Bon Jovi’s first TV commercial endorsement in his 35 year career.  

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Studio Stories

We were retained by The Consumer Technology Association (parent company of CES) along with The Recording Academy (Grammys) to create Studio Stories, a unique 10-part video series where top artists and producers were interviewed about the critical need for Hi-Res Audio in the recording process. The series participants included AJR, Paul Oakenfold, Skylar Grey, and legendary Beatles engineer, Geoff Emerick in his last interview. The series lived on the Grammys’ website and YouTube.

Bowers & Wilkins

We were engaged by this high-end audio brand to create Powered by Bowers, an industry-wide initiative that partnered Bowers & Wilkins with leading music industry brands including Billboard Magazine, Warner Bros. Records, Hollywood Records, Interscope Records, Universal Music Nashville, BMI, Sony/ATV, and BMG for a true music industry takeover. The program included installing B&W products in all the partner studios, music video integration, Grammy party gifting, and artist testimonial videos. Here is BMI X B&W’s collaboration, Speed Dating for Songwriters.

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Ariana Grande X Sharpie

Pop superstar Ariana Grande hosted the #SharpieHello event helping fans design Sharpie Hello posters guaranteed to capture the attention of One Direction fans that same night at MSG!

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Sara Bareilles X Tone

Tone partnered up with Grammy nominated artist Sara Bareilles for their Backstage Pass Artist Series. From live chats and an online tour diary to backstage meet-and-greets. Tone gave consumers exclusive access to  the artist while she was on tour for her hit album, Kaleidoscope Heart.

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Sofia Reyes X Café Bustelo 

Cafe Bustelo Studios blended Latin culture and music into an interactive experience open to the public across the USA. Visitors received free Latin-Inspired Coffee and enjoyed live performances by artists Sofia Reyes and The Knocks. The artists created a custom remix of Sofia’s hit song ‘1, 2, 3’ for the brand. The track was released by Atlantic Records on Sofia Reyes' official YouTube and Spotify channels.

Boys II Men X Wendy’s 

Boys II Men crowdsourced tweets to create an original song and music video for Wendy’s. The video received more views than the band's current single!

Selena Gomez & Nick Jonas
X Wizard 101 

In the first week of the promotion the Selena Gomez Quest page received more than 6 million views and her video received more than 600k plays. The Nick Jonas promotion drove double digit growth in new subscribers, enabling Wizard 101 to surpass 20 million members. 

Little Big Town X Mastercard 

Little Big Town acted as “on-the-scene” correspondents throughout the GRAMMY celebrations, giving fans an inside look into what it’s like to be a part of Music’s Biggest Night ®. In addition to hitting a PR grand slam for our Little Big Town video series with coverage in 4 national weekly magazines, Little Big Town walked away a Grammy winner!

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New Kids On The Block
X Cottonelle

Our team partnered Cottonelle with New Kids on the Block to promote the CleanRipple “Go Commando” campaign. The campaign had British host Cherry Healer intercept random passersby and asked them to go commando. Inspired by boy-band fans who would throw their undergarments at NKOTB, we promoted a surprise club concert by the band who had the crowd going commando!

Hunter Hayes X Whirlpool

Whirlpool’s “Care Is Musical” project for the EveryDay Care campaign, tied the emotion invested in household chores to the broader emotional connection between family, loved ones and musical memories. Whirlpool hosted a contest where amateur singers sent in covers of the song “You Are My Sunshine” with the opportunity to get a live, 60 second Grammy spot with Hunter Hayes.

Live Nation X
Malibu Rum Beach House

Malibu Rum toured their 1,600 square foot beach house to 7 country music festivals, treating fans to delicious cocktails and fun Malibu beach activities!

Justin Timberlake X Mastercard

A surprise concert kicked off Mastercard's global partnership with Justin Timberlake and included a 1920s speakeasy lounge after party with superstar guests Uma Thurman, Jessica Biel, Jason Sudeikis and Andy Samberg.

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