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 @universalmusicgroup, 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 * Giv...