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Marketing Beyond with Alan B. HartAuthor: Alan B. Hart
Join Alan B. Hart as he dives into conversations with the world's leading chief marketing officers and business innovators. Tune in to get inspired by the stories and experiences of marketing visionariesand stay ahead of the curve. Language: en-us Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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57: Business lessons from building music fandoms: Insights from Universal Music Group Executive Vice President of Global Marketing and Partnerships Naomi McMahon
Tuesday, 6 October, 2026
How can brands build lasting value and relevance? As brands increasingly see fandoms not as surface-level add-ons but as part of a long-term strategy, many are building value and cultural relevance through authentic connection, thoughtful investment and meaningful engagement with fan communities. In today's episode, Naomi McMahon, EVP of global marketing and partnerships at Universal Music Group, explains strategies that can help brands move beyond one-off projects to build authentic, mutually beneficial relationships with fan communities—and use insights to make more informed decisions about where and how to show up. Drawing on her experience across music, technology, advertising and global organizations, Naomi explains that strong brand-artist collaborations can move beyond transactions to create meaningful, lasting connections. They can do this by: Understanding an artist's world, fan community and broader creative ecosystem before deciding how the brand should show up Giving artists enough creative freedom to use their authentic voice and perspective to shape the relationship Creating authentic experiences across content, live events and other touchpoints that invite participation, not just consumption Music and fandom are deeply personal, and they can offer marketers a powerful way to understand where culture and communities are heading. Naomi explains how brands can combine cultural signals and audience data with instinct and judgment to identify meaningful opportunities, take calculated risks and show up in ways that feel authentic, instead of chasing every moment. The episode offers a practical perspective on how brands can move artist collaborations beyond short-term attention to create lasting relationships with audiences and unlock brand value. In this episode, you'll hear: Ways to build brand collaborations around shared value, instead of one-off exposure Why authenticity is important for long-term audience connections Strategies to use cultural signals and fan insights to make better marketing decisions Key highlights [00:00] Introduction · [00:00] Concert-going as a teen · [00:00] Naomi's path to Universal Music Group · [00:00] How UMG helps to shape culture · [00:00] Matching artists with the right brands · [00:00] Using music to connect brands with the culture at large · [00:00] Blending art and science · [00:00] Past experience that defines you: Living in Ireland and New York · [00:00] Advice to your younger self: Don't wait for permission · [00:00] A topic you're trying to learn more about: Longevity · [00:00] Latest curiosities: International music trends · [00:00] Largest potential opportunity: Leveraging culture on a smaller, local level · [00:00] Largest potential threat: Chasing attention instead of lasting relevance Resources mentioned: · Universal Music Group Follow the podcast: ● Listen on Apple Podcasts ● Listen on Amazon Music ● Listen on Audible ● Listen on iHeart Radio ● Listen on Spotify Connect with Naomi and UMG: · Naomi on LinkedIn · UMG on LinkedIn Connect with Alan Hart and Deloitte Digital: ● Connect with Alan Hart on X ● Connect with Alan Hart on LinkedIn ● Connect with Deloitte Digital on LinkedIn ● Connect with Deloitte Digital on Instagram ● Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads
