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

Campaigns with Lady Gaga, Billie Eilish, Marshmello drive results

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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.

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