Introduction
In the world of music licensing and brand partnerships, few professionals have navigated the ever-evolving landscape with as much success as Rowan Puri. With over eight years of experience at the intersection of music, licensing, tech, and artist relations, Puri has become a recognized name in the industry. His role as a Music Supervisor at TBWA\Media Arts Lab, Apple’s bespoke global agency, has allowed him to shape the music choices for a wide range of productions, forging strong relationships between brands, artists, and creators. Let’s take a closer look at his career, his impact on the industry, and what sets him apart.
Early Career and Foundations
Rowan Puri’s journey in the music industry began with a focus on music licensing and artist partnerships. Before his time at TBWA\Media Arts Lab, Puri was already a key player at VICE Media, a multimedia firm with a reputation for producing unique branded content. Based in New York, Puri played an essential role in overseeing music licensing and artist collaborations for the company’s content studio. His time at VICE helped him develop the skills necessary to understand the relationship between music and storytelling in advertising, and this experience would later become a defining feature of his career.
Puri’s expertise grew further when he joined Stones Throw Records, a respected independent record label that serves as a home to a diverse range of artists. At Stones Throw, he managed music publishing and sought out licensing deals that would help the label’s roster gain visibility and commercial success. This role allowed him to deepen his understanding of the business side of music and laid the foundation for his future success in music supervision and licensing.
The Move to TBWA\Media Arts Lab
In his current role at TBWA\Media Arts Lab, Puri continues to build on his expansive skill set. As a Music Supervisor, he curates music for various productions across multiple media platforms. His work focuses on ensuring that the music chosen for each project aligns with the brand’s message, resonates with the target audience, and helps tell the story being portrayed. This is a crucial part of the production process, as music has a significant impact on how audiences experience advertisements, films, and other media.
Puri’s responsibilities also extend to managing artist relations. His ability to form strong partnerships between brands and artists is a hallmark of his career. He is passionate about creating mutually beneficial deals that serve both the artist’s and the brand’s needs. This unique ability to negotiate between creative teams and business interests sets Puri apart from many of his peers. Whether it’s curating an exclusive track for a global ad campaign or securing licensing for a beloved song, Puri’s skill in artist relations has earned him the trust and respect of industry professionals.
Expertise and Skills in the Music Industry
One of Puri’s defining qualities is his deep knowledge of the music industry, its trends, and its cultural relevance. His ability to stay up-to-date on the latest cultural events and innovations has allowed him to remain ahead of the curve in terms of music choices and licensing. Understanding the pulse of current music culture is key to crafting the perfect soundscape for a brand, which is why Puri’s insight into both music and culture makes him a valuable asset to any project.
Puri’s success is also attributed to his mastery of music licensing. Licensing is a complex process that involves negotiating the use of music across different media platforms, ensuring that all parties are compensated fairly. Puri’s experience navigating these complex negotiations allows him to strike deals that benefit both the brand and the artist, while ensuring that all legal and financial aspects are properly handled. His ability to balance the creative and legal sides of licensing has been instrumental in his success.
Furthermore, Puri has a strong understanding of production timelines and budgets. He is able to coordinate music choices within the constraints of time and money, ensuring that each project meets its deadlines without compromising on quality. This attention to detail has made him a go-to person for music-related projects within TBWA\Media Arts Lab and beyond.
Building External Relationships and Networking
Puri’s success is not only based on his technical expertise but also on his ability to build and maintain relationships. Networking is an essential part of his role, as it allows him to connect with artists, labels, and other industry professionals who can contribute to his projects. His work in fostering artist partnerships and licensing deals is often the result of years of relationship-building, trust, and collaboration. This long-term approach to networking has helped Puri establish a strong presence in the music industry and ensure the success of his projects.
Through his role at TBWA\Media Arts Lab, Puri has worked with a wide range of artists and creators, establishing valuable relationships with both emerging and established talent. His ability to curate music that fits the needs of brands while staying true to the artist’s vision has earned him a reputation as a trusted collaborator. Whether it’s working with up-and-coming indie artists or established names in the industry, Puri’s skill in managing artist relations has allowed him to create memorable partnerships that resonate with audiences.
Passion for Innovation and Creativity
While Puri’s work is deeply rooted in the business side of music, he also has a strong passion for the creative aspects of his job. His ability to identify innovative opportunities for music placement and artist collaboration allows him to stay ahead of trends and ensure that his projects are fresh and exciting. In the ever-changing world of music and media, creativity and innovation are key to maintaining relevance, and Puri’s work at TBWA\Media Arts Lab reflects this commitment to pushing boundaries.
His passion for innovation is also evident in his approach to brand partnerships. Puri is not just interested in finding a song that fits a brand; he seeks out opportunities to create something unique and memorable. Whether it’s curating a bespoke track for a campaign or forming a partnership that benefits both the brand and the artist, Puri’s creative approach ensures that his projects stand out in a crowded media landscape.
Contributions to Music Supervision and Licensing
Puri’s contributions to the field of music supervision and licensing extend beyond his work at TBWA\Media Arts Lab. His deep understanding of music and culture, combined with his practical experience in licensing and artist relations, has made him a key figure in the industry. His ability to manage complex licensing deals, coordinate music placements, and form meaningful partnerships has had a significant impact on how brands use music in their marketing efforts. In addition to his role as a music supervisor, Puri has helped shape the way brands approach music licensing. By advocating for mutually beneficial partnerships between brands and artists, he has contributed to a more collaborative approach to music in advertising. This shift has helped to ensure that artists are compensated fairly for their work while allowing brands to tap into the power of music to connect with audiences.
Conclusion
Rowan Puri’s career has been defined by his ability to bridge the gap between music, licensing, and brand partnerships. With over eight years of experience in the music industry, Puri has honed his skills in music supervision, artist relations, and licensing, helping to shape some of the most memorable brand campaigns in recent years. His deep knowledge of music and culture, combined with his expertise in contract negotiation and production, has made him a respected figure in the industry. As a Music Supervisor at TBWA\Media Arts Lab, Puri continues to innovate, pushing the boundaries of music and brand partnerships. His work is a testament to the power of music in storytelling, and his contributions to the industry will continue to shape the future of music licensing and artist collaboration for years to come.
