Joi Brown Founder Culture Creators & Senior Vice President Marketing & Brand Partnerships Atlantic Records. As part of the global brand partnerships and commercial licensing team, Joi executes strategic campaigns that marry Atlantic’s diverse roster of artists with prominent brands to create synergistic alliances. She also ideates with brands that want to include music in their strategy to attract more loyal consumers and works with the internal team on influencer marketing. Joi has worked strategically with brands such as MasterCard, Brown Forman, Conde Nast, LVMH, L’Oréal, Covergirl, Puma, McDonald’s to Google Pixel, to name a few. Using her marketing prowess, she has been able to work with side by side with artists and their managers to secure campaigns that include TV, print, radio, and online components, tour sponsorships, music licensing, video product placement and more.
To that end, Joi was instrumental in securing the first-ever brand deal for K.Michelle with Jack Daniels Tennessee Whisky. She also worked with Missy Elliott and Beats By Dre to launch her global video that won an MTV award and landed Rita Ora the Open Mic Project campaign for Absolut. Also, new artist, Lizzo was paired with Lane Bryant to launch THIS BODY campaign that defied the fashion industry’s take on what the average ‘sized” woman in 2017 and secured a lucrative endorsement for Cardi B with Reebok and Google Pixel among many other deals for the artists on the roster.
In 2016, Joi channeled her love for mentorship, entertainment, and culture into the founding of Culture Creators. Culture Creators was created to connect global cultural pioneers with the new creators of culture via thought leadership, education, recruitment and, ideation across passion points to ensure substantive influence, economic growth, create a talent pool to aid companies in the diversity and inclusion efforts. The organization’s flagship event, “The Annual Innovators and Leaders” Awards brunch spotlights and amplify the contributions of individuals globally who have shaped the world’s view of Black culture by curating an event that engages and celebrates their accomplishments. The multi-generational event happens every June in Los Angeles. On October 21st, Culture Creators launched its first HBCU Collegiate Summit that brought young innovators of color together for ideation, recruitment and leadership training in partnership with Hilton and Morgan Stanley in the nation’s capital, Washington, DC. In 2020, Culture Creators will roll out additional college summits across the country to create a diverse talent pool to building a pipeline of young talent of color with industries that are in need of diversification.
