Skip to the main content.
Contact Us
Contact Us

1 min read

George Howard on Music Festivals in the NY Times

George Howard on Music Festivals in the NY Times

Our good friend and advisor, George Howard, recently penned an article in the New York Times about the rise in music festivals as an economic necessity for the commercial viability of musicians. George touches upon some disruptive macro-trends in the music industry: the death of recorded music as CPG, the rise of streaming and the economic impact of this shift for artists, and the unexpected windfall for music lovers as their favorite artists are forced to perform more and more in order to sustain lasting music careers.

The team at MAX couldn’t agree with George more; in fact, some of the points George makes served as inspiration for us when we launched the business. With great challenge comes great opportunity, and as artist revenue from the sale of recorded music shrinks, opportunities for brands to serve as patrons of the arts present themselves. When brands and artists align spiritually (think: Red Bull and AWOLNATION) and are trying to reach the same audiences; when brands need content and artists need exposure – where others see challenge we (and our clients) see opportunity.

Check out what George had to say in the NYT: READ MORE »

2025 Blues Music Awards

2025 Blues Music Awards

We’re fired up to celebrate our incredible artist partners who are nominated for the 2025 Blues Music Awards! 🎶🏆Blues music may be timeless, but...

Read More
The Right Time to Partner with an Artist: A Strategic Guide for Brands (Pt 1)

The Right Time to Partner with an Artist: A Strategic Guide for Brands (Pt 1)

It’s a common question: what drives the cost of an artist partnership up (or down)? I mean, an artist’s fee can range from four to seven figures…and...

Read More
Why Music & Cultural Diversity Matter in Marketing

Why Music & Cultural Diversity Matter in Marketing

Let’s talk about something every brand needs to prioritize in 2025—relevance. You can have the best product, the most brilliant creative, or even a...

Read More
No Sellouts: How Fans Become Customers When An Artist Keeps Control

No Sellouts: How Fans Become Customers When An Artist Keeps Control

Note: this article was originally published via ANA. For musicians, technology is a double-edged sword. Today, every musician has access on a...

Read More
MAX Tracks: The Future of Livestreams

MAX Tracks: The Future of Livestreams

Nathan Hanks, MAX CEO, talks livestream shows — are they a fad or part of the future for the music industry?

Read More
Trackvertising and the Opportunity for Marketers

Trackvertising and the Opportunity for Marketers

It used to be that radio stations dominated the airwaves. Because payola laws prevent record labels from paying radio stations directly, promoters...

Read More