How Adobe Uses Music's Biggest Names to Turn Fans Into Creators

Campaigns with Lady Gaga, Billie Eilish, Marshmello drive results

Since the pandemic began in March, Adobe has engaged with established fans and customers from home through methods such as a virtual flagship conference and a remote film festival. But one marketing strategy the software company hasn’t had to pivot dramatically involves its partnerships with high-profile musicians, which the brand continues to invest in to reach a younger generation of creatives.