Diageo: Brands creating record labels can offer artists more freedom

With the likes of Red Bull and VICE now having their own record labels, it’s clear the line between brands and the music world is blurring.
Speaking this week on a panel at Marketing Week Live exploring how brands can tap into the creative DNA of music, Diageo’s Leila Fataar suggested this trend will only continue.
Fataar, who is responsible for Diageo’s Guinness brand partnering with rave event organiser Boiler Room to broadcast the Notting Hill Carnival, explained: “Th