{"id":192963,"date":"2025-10-08T09:13:56","date_gmt":"2025-10-08T13:13:56","guid":{"rendered":"https:\/\/www.cyberlego.com\/web\/2025\/10\/08\/slush-management-taps-companyx-to-help-expand-brand-strategy-for-artists-3\/"},"modified":"2025-10-08T09:13:56","modified_gmt":"2025-10-08T13:13:56","slug":"slush-management-taps-companyx-to-help-expand-brand-strategy-for-artists-3","status":"publish","type":"post","link":"https:\/\/www.cyberlego.com\/web\/2025\/10\/08\/slush-management-taps-companyx-to-help-expand-brand-strategy-for-artists-3\/","title":{"rendered":"Slush Management Taps companyX to Help Expand Brand Strategy for\u00a0Artists"},"content":{"rendered":"

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\n\tSlush Management, the boutique artist-management firm behind Porter Robinson<\/a>, Jai Wolf<\/a> and EDEN<\/a> has entered a strategic partnership with companyX, the New York- and London-based brand-partnerships and strategy agency founded by Mara Frankel<\/strong> in collaboration with ATC Group and ROAM.<\/p>\n

\n\t\u201cSlush Management is focused on world-building around each of our artists, and that requires a deep understanding of how to connect with like-minded brands to scale each artist\u2019s vision,\u201d Aaron Greene<\/strong>, co-founder of Slush Management, tells Billboard<\/em>. \u201cWe\u2019ve always taken that approach while partnering with some of the biggest brands in the world, and our partnership with companyX is the next step in expanding that capability.\u201d<\/p>\n

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\t\t\t\t\tHow the Music-Branding Business Became a Billion-Dollar\u00a0Industry\t\t<\/p>\n<\/h3><\/div>\n

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\t\t\t\t\tSylvan Esso Is Pulling Its Catalog From Spotify\t\t<\/p>\n<\/h3><\/div>\n

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\t\t\t\t\tHow Blond:ish Plans to Eliminate 42 Tons of Waste From NYC Nightlife Every Year: ‘This Is My Passion’\t\t<\/p>\n<\/h3><\/div>\n

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\n\tFounded in 2022, companyX grew out of Frankel\u2019s 12-year tenure leading brand partnerships at Atlantic Records. Her new venture was designed to bridge the gap between brands seeking authentic voices and artists ready to build meaningful campaigns beyond one-off sponsorships.<\/p>\n

\n\t\u201cI\u2019d spent years watching the same ten to 15 major artists land the big brand deals,\u201d Frankel tells Billboard<\/em>. \u201cWe wanted to create an agency that opened those opportunities to a wider group \u2014 artists who have the right fan base and interest but not necessarily the infrastructure. companyX became a sort of people\u2019s brand-partnerships agency\u2014an external team that can plug into a management company and help build out opportunities that feel strategic and meaningful.\u201d<\/p>\n

\n\tHer past successes include campaigns such as Mt. Joy\u2019s brand deal with Coors Light, resulting in a multi-year partnership spanning tour sponsorships and content, and Kimbra\u2019s work with Candy Crush Saga, which produced a bespoke song and video later integrated into the artist\u2019s album rollout.<\/p>\n

\n\tGreene says Slush\u2019s roster has long attracted interest from forward-thinking brands in gaming, tech and fashion. But until now, Slush managed those relationships internally.<\/p>\n

\n\t\u201cWe\u2019ve done everything from world-building experiences with Crunchyroll to digital collaborations with Magic: The Gathering,\u201d Greene explains. \u201cBut we\u2019re managers, not specialists. Having someone like Mara \u2014 who lives and breathes brand strategy \u2014 allows us to scale those opportunities and find new ones we wouldn\u2019t have the bandwidth to pursue.\u201d<\/p>\n

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\t\t\t\t\t21 Branding Power Players On Their Favorite Concerts of the\u00a0Year\t\t<\/p>\n<\/h3><\/div>\n

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\n\tFor Neal O\u2019Connor<\/strong>, Slush\u2019s other co-founder, the partnership is about deepening the artist-fan connection.<\/p>\n

\n\t\u201cThese partnerships aren\u2019t just transactions \u2014 they\u2019re opportunities to meet fans in other parts of their lives,\u201d he says. \u201cBy partnering with companyX, we\u2019re doubling down on that approach and expanding what\u2019s possible for our roster.\u201d<\/p>\n

\n\tUnder the deal, companyX\u2019s services become available to all Slush clients, with Frankel and her team embedded into the management operation while maintaining their own external client base. \u201cI\u2019ll be working across the roster,\u201d Frankel notes, \u201creaching out to my network for new opportunities and also building on relationships the artists already have. It\u2019s about creating a more comprehensive, sustained presence in the brand space.\u201d<\/p>\n

\n\tFrankel describes the modern brand-partnership landscape as \u201can odd matrix\u201d where managers, agents, labels, even relatives may all chase deals. What matters, she says, is proximity to the artist\u2019s story.<\/p>\n

\n\t\u201cThe power of management is that you can call a brand and say, Porter Robinson wants to work with you,\u201d she explains. \u201cThat\u2019s a totally different conversation than a cold agency pitch. It\u2019s rooted in the artist\u2019s real passions.\u201d<\/p>\n

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\t\t\t\t\tMusic Branding Power Players 2025\u00a0List\t\t<\/p>\n<\/h3><\/div>\n

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\n\tGreene agrees, emphasizing that many Slush clients turn down lucrative but mismatched offers. \u201cA lot of our artists have a very specific vision. Sometimes that frustrates traditional agencies,\u201d he says. \u201cBut authenticity is non-negotiable for us. With Mara, there\u2019s an understanding that not every artist wants a paycheck\u2014they want partnerships that align with their universe.\u201d<\/p>\n

\n\tAs Slush and companyX formalize their collaboration, both sides see it as a model for how boutique management firms can evolve without losing their creative core.<\/p>\n

\n\t\u201cNot a lot of independent management companies offer this kind of service,\u201d O\u2019Connor says. \u201cWe\u2019re excited to give our artists\u2014and future clients\u2014access to more opportunities while keeping the focus on artistry and authenticity.\u201d<\/p>\n

\n\tGreene hints that this is only the beginning: \u201cWe have a lot in the pipeline. This is the first of many partnerships we\u2019ll be announcing soon.\u201d<\/p>\n


\n \"Billboard
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Aller \u00e0 la source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Slush Management, the boutique artist-management firm behind Porter Robinson, Jai Wolf and EDEN has entered a strategic partnership with companyX, the New York- and London-based brand-partnerships and strategy agency founded by Mara Frankel in collaboration with ATC Group and ROAM. \u201cSlush Management is focused on world-building around each of our artists, and that requires a […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[17],"tags":[],"class_list":["post-192963","post","type-post","status-publish","format-standard","hentry","category-musique","et-doesnt-have-format-content","et_post_format-et-post-format-standard"],"_links":{"self":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/192963","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/comments?post=192963"}],"version-history":[{"count":0,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/192963\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/media?parent=192963"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/categories?post=192963"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/tags?post=192963"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}