Joe Belliotti Named CEO of MassiveMusic NA

MassiveMusic, the global creative music agency that was recently acquired by music licensing platform Songtradr, has hired Joe Belliotti as CEO of MassiveMusic North America. Belliotti is the former head of global music at the Coca-Cola Company. The music agency, which helps top brands become more strategic and effective through music and sound, gains a CEO who has over 20 years of experience helping brands drive business value and shape culture. Belliotti began his career in the music industry with Maverick, a joint venture between Madonna and Warner Brothers, then started a marketing agency with a friend who managed hip-hop artists, including LL Cool J, 50 Cent, Busta Rhymes, Missy Elliott and others. “We started to help brands connect with pop culture through music, and then Coke became a client of ours. And for a couple years, we started to work as the music agency for Coke,” Belliotti told Adweek. Belliotti joined Coca-Cola in 2010 and was responsible for working on global campaigns including "Share a Coke and a Song," the FIFA World Cup, the Olympic Games, Product (RED) and the American Music Awards, among other projects. At MassiveMusic, Belliotti will lead both the New York and the Los Angeles offices and focus on maximizing MassiveMusic’s potential in North America, driving brand strategies through partnerships, building equity through sonic branding and voice design and providing global music licensing services. Belliotti worked with parent company Songtradr for several months before taking the position with MassiveMusic, and he sees his move as a return of sorts to be closer to the music. “I would go so far to say Massive is the only company that really provides a full-service music solution to brands, and they do it at scale with local relevance,” Belliotti said, adding that he works with a team that has deep expertise in music and sound, as well as brand marketing. With the Songtradr partnership, he said data is used to inform the process of fitting brands with the right music and sonic branding at every step. The recent acquisition of MassiveMusic by Songtradr has seen MassiveMusic leading Songtradr’s B2B music services division since June 2021. The deal came about to bring Massive’s creative excellence together with Songtradr’s data-informed technology solutions. It marked the B2B licensing company’s sixth acquisition since 2019, having previously acquired licensing agency Big Sync Music, Song Zu, Cuesongs, Tunefind and music streaming service Pretzel. Connecting consumers and brands through music Belliotti said that sound, whether it be through music, sonic branding, podcasting or traditional and digital radio is a highly effective way of connecting with people, so the next step is to have companies like MassiveMusic help brands navigate that space to reach their business objectives. “What I really wanted to do is continue to help brands think strategically about music. How do we help brands make music a strategic conversation? It starts with thinking about music upfront…It could be artist partnerships, influencer programs, content editorial, live streaming. I want to create a more holistic strategic approach for brands to be able to navigate this space,” said Belliotti. Some brands MassiveMusic has helped include Colgate, Sony, the UEFA Women’s Champions League, Apple, Oreo, Dr. Pepper, Visible, Nike and Heineken, to name a few. Belliotti emphasized that music and sound are important in marketing because music attracts people to new technology. He gave Spotify and TikTok as examples of how music moved those influential businesses forward. “You can see how music has exploded with live streaming during the lockdown, and then music as a sticky way to engage with TikTok. So I look at music as an innovation driver. And I'm always trying to encourage brands to utilize music to help them explore these new ways of connecting with audiences,” he said. “With Joe Belliotti now officially on board as CEO of MassiveMusic North America, I am confident that we will continue to expand our track record as the leading music and sound partner for the world’s most innovative and iconic brands and agencies,” Hans Brouwer, CEO and founder of MassiveMusic, said in a statement. German Retailer Kaufland Hypes Bargains With Lavish Rap Video

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Former Coca-Cola Music Head Joe Belliotti Named CEO of MassiveMusic NA

He joins after the acquisition of the company by Songtradr

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