What makes a brand partnership truly authentic in music today?

In this episode of Bobby Owsinski’s Inner Circle, Bobby sits down with Katie Nowak, VP of Marketing and Partnerships at TBA Agency, to explore how meaningful collaborations are redefining success for artists. Katie shares behind-the-scenes stories about building the “Here and There” festival with Courtney Barnett, partnering with brands like Microsoft and Levi’s, and using creative strategy to connect niche artists with deeply engaged audiences.

Whether you're an artist, marketer, or industry insider, this episode reveals the power of authenticity, community, and strategy in today’s evolving music business.

KEY TAKEAWAYS:
• The origin and mission of the “Here and There” festival with Courtney Barnett
• How TBA Agency built brand partnerships with Microsoft, Levi’s, and more
• The role of AI in enhancing, not replacing, artistic expression
• Why niche artists can offer deeper engagement than mainstream acts
• How to pitch brand partnerships around authenticity and connection
• Insights into building private and corporate event activations for artists
• Katie’s personal journey through major industry roles and companies
• The evolution of her role from tour marketing to strategic leadership
• Why social media and PR require constant experimentation and community input
• How being nice and staying true to yourself drives long-term career success

BEST MOMENTS:
00:02:49. “Levi’s created custom denim jackets for all of the artists that participated in the festival.”
00:03:42. “We uploaded all of Courtney’s drawings into Microsoft’s AI tools... it was a love letter to each city.”
00:05:12. “This was a way to show that humans using AI can still make something creative with human hands.”
00:06:51. “Microsoft was very open to any and all ideas... they trust your creative mind.”
00:08:06. “These are niche artists... they bring a certain edginess that makes the brand feel cool.”
00:10:15. “I grew up doing musical theater and performing… I’ve always been in the arts.”
00:14:32. “Being at TBA and building it from the ground up has allowed me to grow into the best version of myself.”
00:19:01. “The things that do best on social are new signings, big press looks, and artist m

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Thank you for tuning in to Bobby Owsinski’s Inner Circle, the podcast that takes you deep inside the music industry. Each week, Bobby shares insights, news, analysis, and conversations with the movers and shakers shaping today’s music world.

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