Title: president, Lois Lazarus & Associates
Insight: Entertainment is the best way to bring consumers together with causes and corporations. Music cuts across all cultures.
Tip: Music marketers need help identifying their audiences. Provide them with your research.
Winning formula: Be totally available, take responsibility, and assume all the blame. Give clients royal treatment.
Reminder: Corporations don't do social work. Every dollar for tie-ins must be measured and accounted for.