On this week's podcast episode, I sit down with Katie Nowak, VP of Marketing and Partnerships at TBA Agency.
We 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.
In this episode: • 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
