Impact NextGen: Jordy Freed

Few are doing more in the brand partnership space and music than Jordy Freed, 34, who leads Sony’s “For the Music” campaign. The initiative features collaborations with top tier artists while engendering deep fan connections to the brand’s consumer electronics. For proof of concept, look no further than Freed’s year highlights.

“Securing Peso Pluma’s first brand partnership deal and announcing it alongside his “Éxodo” arena tour” (February 2024),” he says. “A few months later, only 48 hours after a headlining Coachella set, Peso Pluma flew cross country to perform for an invite-only audience of 700 people at Sony Music Hall to launch the Sony Electronics ULT Power Sound Series speaker.”

A viral video with Pluma and Sony’s ULT Power Sound series features the Mexican superstar turning a stodgy art gallery into a banging party with the push of a single button on the ULT Tower 10 Party Speaker that gets the party started.

Among Freed’s other highlights is a partnership with another massive act. “Last Fall, we launched a collaboration with Olivia Rodrigo,” he says, “that included Rodrigo-designed custom Sony LinkBuds S headphones, a launch event in Tokyo (her first trip to Japan) and a commercial inspired by Rodrigo’s music video for ‘Bad Idea, Right?’ The Rodrigo-designed headphones were customized for her fans to experience GUTS and SOUR like Olivia.”

He adds, “Both partnerships embody Sony’s campaign ‘For the Music,’ collaborations with artists and creators to create deeper fan connections.”

Freed, 35, began his career in the music business 15 years ago by working in publicity at a national jazz PR firm. He cites a number of top branding execs and others as mentors including: MAC Consulting’s Marcie Allen, META’s Eshan Ponnadurai, IPG CEO and former Citi CMO Jennifer Breithaupt, Blue Note’s Steven Bensusan, Sony Corp’s Jun Makino and Kurland Agency’s Ted Kurland.

Looking ahead, Freed says that in 10 years he sees himself “leading a brand that is at the nexus of media, entertainment and technology.”

He’s bullish on the future of his technology and media perch: “I continue to feel excitement about the technological possibility as applied to entertainment and live. Beyond technology, I think there will be expansion in how artists think about creation and distribution mechanics as well as knowing and serving super-fans more deeply. Understanding and tracking fashion, loyalty, and community are the heart of the business and the art. It’s an opportunity to write a new playbook.”