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Music Dealers' Eric Sheinkop On Matching Bands With Brands

GRAMMY Pro caught up with Eric Sheinkop, CEO/co-founder of music licensing platform Music Dealers, in his hometown of Chicago. The entrepreneur, author, and frequent speaker explained the work he does with Music Dealers and the influence Chicago, the “advertising mecca,” has had on his career.

Arguing the importance of utilizing music in brand marketing, Sheinkop points out, “Music is the world’s number one passion, means that people are inviting it into their lives in a way that they invite no other product, ever.”

Sheinkop founded Music Dealers at age 25 with his brother, Jonathan, and other partners. The inspiration came from his own experience rapping on a McDonald’s commercial — he saw the potential for a matchmaker to pair independent artists desperate for exposure with established brands looking to reach target audiences. With brands like Coca-Cola, HBO, Sony Pictures, Vice, and Nike on board, Music Dealers has facilitated 2,000 worldwide licensing deals and has worked with 10,000 music acts.

On the heels of Music Dealers’ groundbreaking partnership with Coca-Cola, Sheinkop was named to Billboard’s “30 Under 30” feature in 2011. In addition to his work in licensing, Sheinkop is also a published author. His branding expertise can be found in the 2013 book Hit Brands: How Music Builds Value for the World’s Smartest Brands.

To hear more from Eric Sheinkop on music & branding, click here.