PANEL: Creator-Led Marketing
As the intersection of music, marketing, and technology continues to evolve, creator-led marketing is emerging as a game-changer in driving brand engagement, loyalty, and revenue. This panel will explore how creators, both established and emerging, are reshaping the marketing landscape by taking control of their narratives and leveraging their communities.
Featured Speakers:
Sammy Kaufman - Music Partnerships Manager, Linktree
Sammy is a seasoned music and entertainment professional based in Los Angeles, CA. Currently running music partnerships for Linktree, she leads the company’s music strategy, fostering relationships with 300+ industry partners and collaborating with top artists such as Selena Gomez, Billie Eilish, and Sabrina Carpenter during their most recent album releases. With a background spanning roles at Scooter Braun’s music tech investment fund, Raised In Space, Soho House, and CAA’s music touring department she brings a unique perspective and expertise to drive impactful results for both the Linktree brand and artists she partners with.
Catherine Yi - IQ Client Strategy Executive, UTA
Catherine Yi is an executive within the IQ department at leading talent, entertainment, and sports company United Talent Agency (UTA), where she oversees digital strategy and data research for the agency’s global music roster. She collaborates closely with a diverse range of clients including Bad Bunny, Paramore, Rosalía, The All-American Rejects, Jon Batiste, and many more, to elevate their cultural influence through data-driven strategies.
Caroline Halloran - Director of Audience Development, mtheory
As a fan engagement strategist, data enthusiast, and digital marketer, Caroline Halloran brings a nuanced approach to audience development in the music industry. She specializes in helping artists deepen their fan connections and expand their reach through data-informed marketing strategies, fan-first initiatives, and platform-specific content. Whether analyzing bespoke ways to mobilize superfans or diving deep into data to pinpoint growth opportunities across platforms, Caroline thrives at the intersection of community-building and analytics.
Mike McGarry - SVP of Marketing, Patreon
Mike McGarry is the Senior Vice President of Marketing at Patreon where he oversees creator marketing, marketing operations, social, video, and brand strategy. He most recently served as VP of Brand Marketing at Shake Shack, where he led teams across brand strategy, social, design, and media. Prior to Shake Shack, he was Group Director of Content and Creative at Coca-Cola, overseeing key brands including smartwater, vitaminwater, Powerade, and Simply juices.
Chaz Jenkins is Chief Commercial Officer at Chartmetric, the world’s leading market analytics service for the music industry. Over 5,000 organizations throughout the recording and live music sectors use Chartmetric, plus tens of thousands of artists. Chartmetric is also used increasingly by users in other industries, including advertising, TV/movies, gaming and finance. Having started his career as a club and concert promoter in the UK, Chaz went on to found several independent labels, before moving into classical music and launching the London Symphony Orchestra’s multi-Grammy Award-winning LSO Live label. He also advised YouTube and Apple on music projects. He subsequently worked at Universal Music Group as VP International Marketing before leaving to focus on artist management and music tech startups, helping to launch Chartmetric in 2016. Chaz has also advised the UK and EU governments on policy and spoken frequently at conferences around the world including Google Zeitgeist, MIDEM and SXSW.