SONG CONTEST BLOG

Yesterday, my friend and colleague, Tobin Watkinson, accepted my invitation to join We Are Listening’s Panel of Judges.  His participation in our songwriting competition review schedule will kick-in immediately.

Tobin Watkinson was most recently a consultant to the A&R Department at Atlantic Records while simultaneously holding the title of co-founder/partner at boutique LA based management company, Roxwell Management.  Prior to co-founding Roxwell, Tobin was the Director of Artist & Repertoire at MySpace Records, a joint venture with Interscope Records.

He has been awarded gold and platinum records for his early involvement in the discovery of recording artist OneRepublic.  Their debut single “Apologize” has sold over 10 million singles worldwide and is one of the most legally downloaded songs in U.S. digital history.  In 2008 “Apologize” broke the all-time record for the most “spins” in the history of U.S. Top 40 Radio and OneRepublic went on to sell nearly 2 million copies of their debut album “Dreaming Out Loud” which has been certified gold or platinum in 12 countries.   In addition, Tobin has also helped launch the careers of successful touring acts Scary Kids Scaring Kids (RCA) and Madina Lake (Roadrunner/Atlantic).

Prior to being recruited to help launch MySpace Records, Tobin was partnered in a joint venture with Warner Music Group and was part of the team that led business development efforts at internet music startup Purevolume.com.  In addition, Tobin has worked with Velvet Hammer Music and Management Group, as well as joint ventures through Columbia Records and Sony/ATV Music Publishing, LLC.

I am confident that the addition of Tobin’s expert knowledge of the marketplace, sound ear,  and network of contacts will lead to greater accomplishments for our songwriting competition participants.

Graduating from the University of Southern California with a degree in Public Relations and Entertainment Communications, Eavan began her music career as an A&R intern at Atlantic Records. In 2007, she joined the Artist Management Department at Vancouver-based Nettwerk Music Group. Out of Nettwerk’s LA office, Eavan works directly with the artists Jars of Clay, Sixpence None the Richer, Maria Taylor, Griffin House, and Lucy Schwartz on a day to day basis. In 2009, she began working with manager Kevin Kocher for the artists Chromeo, Datarock, and Fan Death, as well. In her free time she throws parties and books shows with other music industry friends under the moniker “Less Jack More Jill” and is quite fond of gummy bears and puppies.  We’re delighted to welcome Eavan to our panel of song contest judges.

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International advertising powerhouse, Ogilvy & Mather, produced a high-octane media campaign for the Crystal Lite powdered soft drink brand by Krafts Foods.  Yet another example of consumer brands converging with music sensations to compete and differentiate in the marketplace, Kraft has aligned itself with Grammy Award winning artist, Estelle, for the pre-release and distribution of her song, “Star”.  The US campaign was launched in tandem with the Grammy Awards Ceremony last month and drew traffic to the co-venture landing page by offering a free download of “Star” prior to its release in stores this month.  Estelle fans divulged their email addresses in exchange for site access and a free and exclusive download of the song.

Associating brands with entertainment media and music celebrity is tried and tested territory for corporations such as VW, Pepsi, Coca-Cola, Apple, and other leading giants of cool.  However, the phenomenon appears to be spreading to more conservative brands attempting to revitalize their message and acquire a new audience base, both to listen and to buy.