Music Biz 2017 has ended
Please note that Monday, May 15 consists of pre-convention meetings, digital service workshops, the Entertainment & Technology Law Conference, and the Industry Jam 2. The full program will take place Tuesday, May 16  through Thursday, May 18.  
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Wednesday, May 17 • 11:40am - 12:10pm
Marketing McGraw: How Staying 'Humble & Kind' Sparked a Movement

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With more than 50 million albums sold worldwide and 43 worldwide #1 singles, Tim McGraw truly defines what it means to be a global Country artist. In 2016, McGraw's management company, EM.Co reached new heights in his career with the song "Humble & Kind" by creating a marketing plan tailored to the message of the music — one that would go on to win an internationally acclaimed Clio Award for its integrated marketing campaign. This #1 Platinum-Selling single would also go on to spawn a New York Times Best Seller book and lead McGraw to become one of the Top 5 Most-Engaged Artists on Facebook, across all genres.

EM.Co fought industry norms by partnering with Facebook to premier the music video, launched websites and hotlines to create a community of fans from all over the world, and unleashed a massive social media movement so fans could easily engage with the song’s message. Millions of views and many thousands of shares led to a multicultural movement where fans felt encouraged to create original content and complete random acts of kindness — one that was also personified at the ACM Awards when 130 people from across the globe joined Tim in celebrating kindness and harmony on stage, creating one of the largest ACM performances in history.

Join EM.Co as they take you behind the scenes of creating and executing this one-of-a-kind marketing campaign, which has garnered wins for GRAMMY Country Song of the Year, AMA Favorite Country Song, CMA Song of the Year, CMT Video Of The Year, a nomination for International Video of the Year at the CMC Awards, and so much more ... all while staying humble and kind.

avatar for Brian Kaplan

Brian Kaplan

Brian Kaplan is the VP of Marketing and Digital at EM.Co, a modern Entertainment Management Company representing superstar Tim McGraw in all areas of music, film, publishing, branding and partnerships. Having nearly 20 years in the entertainment industry, 12 of which have been in... Read More →
avatar for James Stewart

James Stewart

James Stewart is the Sr. Director of Marketing at EM.Co, a modern Entertainment Management Company representing superstar Tim McGraw. Before joining EM.Co, Stewart was the VP of Marketing and Artist Development for RPM Entertainment, Digital Manager for Universal Music Group Nashville... Read More →

Wednesday May 17, 2017 11:40am - 12:10pm CDT
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