Brando: Diego Prusky

The January edition of Argentina's Brando Magazine dedicated a feature to analyze the current relationship between artists and their labels, and the new role brands are playing in a developing business model that tries to adapt to new consumer dynamics derived from the transformation of digital media. As a leading expert in the area, Diego Prusky, President of InPulsle Digital, explains how the artist’s perception of brands as a partners has changed. “For musicians, getting support from brands is now widely accepted, because record labels are investing less in them”. The value for these brands is not direct revenue or increased sales, but having their image associated with something that’s greatly valued by their potential consumers: music and its stars. Brands are increasingly sponsoring festivals, tours, and even artists themselves, in the hope of having users associate the experience of listening to the songs or going to the shows, with the brand itself.