Jochen Sablon

From friendship Bracelets to Billions: Taylor Swift's Strategy for Scaling Cultural Capital to Win

Summary

What can brands learn from global and local popstars? This presentation analyzes artists like Taylor Swift and other Universal Music stars' career as a masterclass in modern marketing, demonstrating how brands can effectively leverage cultural capital to achieve unprecedented scale and loyalty, particularly among Gen Z and Millenials.

Biography

Jochen began his professional career in the music industry as a member of the electronic duo Sound of Stereo. Together, they toured all over the world and released their music on renowned labels such as Lektroluv, Dim Mak, and Turbo Recordings.

After this period, he traded the music scene for the advertising world, where he gained over 10 years of experience on the digital side at AdSomeNoise and then as Digital Business Director at Mortierbrigade. Here, he specialized in the intersections of technology and creativity.

For the past two years, he has had the opportunity to combine his two passions at Universal Music. First as Head of Digital and now as Marketing & Creative Director, where he applies his expertise in both music and (digital) marketing.