AI today is what the Internet and Digital became to music over 30 years ago: Jeffrey L. Straughn

Jeffrey L. Straughn, Senior Partner and Chief Brand Officer at Primary Wave, is in Mumbai for a brief visit. A known name, someone who has spearheaded groundbreaking brand partnerships with Fortune 500 companies and artists, he has built a reputation that precedes him. His successes include the Whitney Houston Slot Machine, a global M.A.C. Cosmetics launch, beverage lines with Styx and Martina McBride, an Airbnb collaboration with the Prince Estate, and a Stevie Nicks Barbie. We took some time out for an interaction with Jeff and to understand from, his lens, as to what makes India of appeal to him. Here is what he has to say;

From a strategic investment in 2023 to the second half of 2025, how do you think the partnership has evolved?

Demands have increased with stronger interest to use music and/or align with an artist, yet the challenge has become greater how to develop creative campaigns that impact the brand through association. The span between 2023 to now is not long and not changed too much, but we are seeing an increase of more “unexpected” and unconventional brands explore how they too can associate with music. There still remains the uncertainty today of “how” to work with a music company like Primary Wave, so we are finding more of an educational process is helpful to showcase some of the ideas we can align with our roster.

From the lens of a brand, what will be the key to the next phase of growth between the synchronization of brands and artists?

Short answer and its happening as we speak, technology, specifically Artificial Intelligence. AI today is what the Internet and Digital became to music over 30 years ago.  At first the music industry was afraid of embracing technology and feared it’s loss of control of its content. Today, we’re seeing a bit of repeat in this with AI. However, as it pertains to brands and how we at Primary Wave are seeing the future, we believe there are creative ways to enhance the art while maintain the integrity. And working with a brand can enable this in campaigns. For example, last year we developed a new AI using Bing Crosby’s voice for a greeting card company known as “American Greetings”. They recreated Bing’s voice and offered fans the ability to send digital greetings cards during the holiday where Bing’s voice and visual was used to personalize the actual card. The results were strong, ROI was 10X on sales than expected. As a result, we are not only repeating campaign but exploring other artists to join.

In the overall scheme of things, what excites you about Indian market? And What will be your personal 3 top priorities in the next 3-5 years in India?

There is tremendous excitement for various reasons. One, we believe the India market, while advanced among many others regional markets, has only scratched the surface and can set trends that many other markets may follows as it pertains working with music and legendary artist. Many brands today look for the hottest trends to chase. Working with an iconic artist with a strong historic past is not as common and thus can ‘cut through’ the clutter that most brands are not thinking about. I’m most excited to bring Western marketing culture from a music perspective into the India market that can set new trends for the future. I believe there is tremendous upside that is ‘safer’ for brands to explore legendary artist, with strong familiar sounds of HIT music, into a modern world in India. Top three goals would be to create these new trends, leverage the western culture through our music and global artists to build new branded campaigns that increase the popularity of the music reaching a younger demographic and thirdly, bring an India culture into a western region via the success of a new campaign. How great would it be to increase the awareness of the India culture into the United States by launching a new product line associated with an artist, or its music! This would only increase the sales of a particular product by creating new demands based on the success of a campaign by a brand that may be a staple in India but unknown to the western hemisphere. 

What are the next phases of innovations that you feel most excited about? What do they mean for the music industry?

Technology advancement is critical to the next innovation.  AI is only the beginning.  What comes out of AI will be the next big thing, for example Robotics. This is no longer Science Fiction, robotic development is here now and at its infamously level. This market will mature with new innovation and music will only complement its development. I’m excited to see how brands embrace this through use of music and not just limited to modern day artist, but where legacy artist becomes the real opportunity to leverage.

What is that one most important thing, based on your vast experience, that a brand would look into the artist across the board?

We work closely with either the artist and/or the family to identify what makes the best sense for the artist.  Example, Notorious B.I.G., he was a trendsetter when alive, so we seek fashion and lean into the aesthetics, his Brooklyn roots that he would be wearing and supporting today if he were alive. 

How often do you plan to visit India and what kind of industry interactions would you look forward to going ahead?

India and the full Asia region are very important to us and as a result, not just me, but many of our partners at Primary Wave will definitely be returning. The more we can expand our roster of ‘global’ artist to the region, the win/win this becomes not just for us, but for the fans that seek/embrace the music.

Jeff Straughn’s vision blends legacy music with future technologies, creating powerful opportunities for brands and artists alike. As India emerges as a key market, his commitment to innovation and cultural exchange sets the stage for transformative collaborations. His journey proves that music, when paired with strategy, knows no boundaries. When he is next, will surely look to engage again and understand more from him, through his experience of India and his plans for future.

Article by Vishwa Deepak Dikshit

Photo credit Jeff Straughn and his team