In an era of multimedia activations and long-form sponsored content, music and marketing are so intertwined that seeing pop stars from Selena Gomez to will.i.am has become commonplace at the Cannes Lions International Festival of Creativity.
The Lions' October decision to replace its Branded Content & Entertainment Lions with a more expansive Entertainment Lions program and a separate Music category therefore feels like a natural step forward.
The Cannes Lions organization cited the "talented entertainers who have the power to connect directly with consumers" in explaining its decision.
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