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Adweek asked some experts in the field which trends were hot this year as popular music and brand-building become increasingly intertwined.
“The biggest trend was the commissioning of original music by brands, be it the Kanye West 25th anniversary Air Jordan deal or the Estelle Crystal Light deal. More and more brands are not necessarily only looking to license music but looking to collaborate with artists to make original music.” —Doug Scott, president of Ogilvy Entertainment
“The biggest trend was the use of social networking: Artists are being discovered and in turn working with brands.
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