Naomi McMahon shares how brands can evolve their approach to building audiences.
Hear how brands and artists can collaborate to create shared value for brands, artists and fans, and how data-driven insights can help marketers proactively build meaningful relationships with audiences.
How can brands build lasting value and relevance?
As brands increasingly see fandoms not as surface-level add-ons but as part of a long-term strategy, many are building value and cultural relevance through authentic connection, thoughtful investment and meaningful engagement with fan communities.
In today's episode, Naomi McMahon, EVP of global partnerships and marketing at Universal Music Group, explains strategies that can help brands move beyond one-off projects to build authentic, mutually beneficial relationships with fan communities—and use insights to make more informed decisions about where and how to show up.
Drawing on her experience across music, technology, advertising and global organizations, Naomi explains that the strong brand-artist collaborations can move beyond transactions to create meaningful, lasting connections. They can do this by:
Music and fandom are deeply personal, and they can offer marketers a powerful way to understand where culture and communities are heading. Naomi explains how brands can combine cultural signals and audience data with instinct and judgment to identify meaningful opportunities, take calculated risks and show up in ways that feel authentic, instead of chasing every moment.
The episode offers a practical perspective on how brands can move artist collaborations beyond short-term attention to create lasting relationships with audiences and unlock brand value.
In this episode, you’ll hear about:
[01:53] Concert-going as a teen
[02:56] Naomi’s path to Universal Music Group
[07:08] How UMG helps to shape culture
[09:16] Matching artists with the right brands
[12:28] Using music to connect brands with the culture at large
[13:47] Blending art and science
[17:07] Past experience that defines you: Living in Ireland and New York
[17:09] Advice to your younger self: Don’t wait for permission
[18:26] A topic you're trying to learn more about: Longevity
[19:59] Latest curiosities: International music trends
[21:32] Largest potential opportunity: Leveraging culture on a smaller, local level
[22:30] Largest potential threat: Chasing attention instead of lasting relevance
About the show
Alan B. Hart, Deloitte Digital marketer and marketing adviser to companies around the world, leads in-depth conversations with influential chief marketing officers (CMOs) and dynamic business leaders. Marketing Beyond breaks the mold of standard marketing podcasts as Alan and his guests uncover the strategies, insights, and advice that shape exceptional brands, marketing campaigns, and business turnarounds. Discover the personal experiences and compelling stories of these marketing and business leaders, and unleash your potential.
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