By thelaegotist / / The Marketing Arm recently announced it has formed a partnership with Young Guru and his social enterprise and advisory startup Era of the Engineer. The most successful music engineer in the history of hip-hop who has worked with legends such as Jay Z, Beyoncé, Drake, Eminem, and Alicia Keys, Young Guru co-founded Era of the Engineer to heighten partnerships between music and businesses. Taking on a role as The Marketing Arm’s Chief Music Strategist, Young Guru will provide his knowledge and collaborate on innovative ideas to inspire how the agency’s clients engage with consumers via the production and advisory arm of Era of the Engineer. The partnership will also bring Young Guru’s resources and song-making skills to bear on original music for campaigns and content created by The Marketing Arm. Legendary audio engineer Gimel “Young Guru” Keaton is best known for his work behind the boards with Jay Z. He has received two GRAMMY Award nominations for his work with Common and Jhené Aiko. Young Guru has also collaborated with some of the world’s biggest brands, including BMW, Gatorade, and Infiniti. “I’ve had the opportunity to collaborate with The Marketing Arm in the past and we share a mutual love of innovation,” said Young Guru. “This partnership is a natural step in our evolution as we look to work to deliver bigger thinking to brands with music at the center.” This partnership continues The Marketing Arm’s focus on connecting brands with music, and its goal to utilize the most progressive artists, producers and executives to move marketing communications forward. The agency is the nation’s largest brand-side buyer of music and celebrity talent, securing more than 700 celebrity deals a year on behalf of its more than 100 brand clients.
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