A letter to brands who use music: put the band first and reap the rewards.

“We decided to treat artists as people and instead of asking ‘what can you do for my brand?’ we asked ‘what can our brand do for you?’ Once we started asking this question, the world opened up for us.” MullenLowe president and former Converse chief marketer Geoff Cottrill pens a letter to brands looking to work with musicians.