Richard Yaffa, EVP at UMG, on crafting brand deals that last and innovation in artist partnerships!

Rich has had the important role to intersect brand, music, and cultural relevance as the Global Head of Universal Music Group for Brands. Some of the most incredible partnerships have occurred with Rich's leadership. Collaborations you have seen UMG do with Lego, Pokemon, Oreo, and more have been a result of Rich's ability to seamlessly integrate these brands with music culture for virality and authenticity. With over 25 years of incredible experience understanding brands, partnerships, and the music business, Rich has become a key figure for solidifying long term brand and artist partnerships.He discusses why he wanted to be in the music space, how the partnership skills in him evolved, and what is next!