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On Sept. 12, Billboard magazine gathered music industry thought leaders representing key sectors of the branding and music industries to discuss challenges and opportunities of the future.

Panelists include MAC Presents’ Marcie Allen, Warner Bros. Records’ Lori Feldman, Ketchum Sports and Entertainment’s Marcus Peterzell, PepsiCo’s Bozoma Saint John and Live Nation’s Russell Wallach.

Watch the panelists discuss branding and how research, focus groups and big data can inform how brands and artists are paired in the videos below: