“If you look at Tingly Ted’s the greatest difference between the role we played versus what an ad agency would have done comes down to how invested we are in our artists and the close relationships we have with their teams,” he continued.
Workman has worked in music for over three decades, and he’s seen an entrepreneurialism evolve among artists in that time. Rihanna’s Fenty cosmetics brand (which Forbes estimates contributes to the bulk of her estimated $1.4 billion fortune) is perhaps the most famous blueprint for other stars, but she’s certainly not alone.
“Increasingly, [artists] have become much savvier at establishing and nurturing their own brand,” he said. “What we’re doing is born of that desire to give our artists the opportunity to look behind the lens and plan their legacy beyond music.”
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