In this round table, we bring together industry leaders who have played a key role in the success of collaborations between brands and artists. From Mahou San Miguel’s experience in creating authentic and culturally relevant activations to the innovative strategies of Gallery and Kigo in managing talents like C. Tangana, this session offers deep insights into how brands can leverage music to connect meaningfully with their audiences.

The speakers will discuss recent success stories, highlighting the key elements that have made these collaborations not only memorable but also impactful in terms of return on investment and cultural resonance. Additionally, the challenges faced and lessons learned will be explored, providing attendees with a clear roadmap for creating their own successful partnerships.