Futures Music Group and companyX Partner to Promote Artist-Brand Collabs

Futures Music Group, the independent label collective founded by Neon Gold’s Derek Davies and Avenue A’s Dave Wallace, has partnered with New York and London-based brand partnerships and strategy agency companyX, led by CEO Mara Frankel.

What it means:

• Founded in 2022 in partnership with ATC Group and ROAM, companyX works on behalf of artists to identify appropriate strategic collaborations.

• It will work closely with Futures to shape and execute brand partnership strategy across the collective’s roster, targeting opportunities across culture, fashion, lifestyle, content and live events.

• Futures is home to artists such as Mt. Joy, Phantogram, The Knocks, Cavetown, Barns Courtney, Mollie Elizabeth and more.

Current campaigns:

• The partnership has already yielded a series of brand campaigns, such as Mt. Joy’s multi-year partnership with Coors Light, Mollie Elizabeth’s recent collaboration with Visa and Sofar, and The Knocks’ performance on the Wells Fargo Stage at Hudson Yards.

What they said:

• Derek Davies, Co-CEO of Futures Music Group: “Futures was built to empower artists with both independence and scale. companyX understands how to translate culture into authentic partnerships with real longevity, critical in a time when there’s more noise for artists to cut through than ever before. Making this official was the natural next step to equip our mutual networks with brand strategies that make an imprint culturally and resonate with both existing fans and new audiences.”

• Mara Frankel, CEO of companyX: “Futures represents the kind of artists and leadership we love collaborating with. Our work is rooted in championing talent and building brand relationships that are authentic and sustainable. We have already done exciting work together, and this partnership allows us to expand that across the Futures ecosystem intentionally and artist-first.”