JOI L. BROWNFOUNDER - CULTURE CREATORS
Ask people about Joi Brown and you will soon find yourself buoyed by a whirlwind of superlatives. Weighty words like: creative, committed, passionate, driven, skillful, inspiring, and integrity. It is no surprise that, in an industry marred by change and uncertainty, Brown has secured her place as one the most trusted and steadfast executives in the music business. Brown has lead by example, particularly during music’s most turbulent years, providing an oasis of dependability combined with forward-thinking agility.
Joi Brown is the Senior Vice President of Marketing and Brand Partnerships at Atlantic Records where she is responsible for cultivating strategic partnerships for Atlantic and its diverse roster of top-notch artists with the goal of marrying musical talent with prominent brands to create impactful campaigns and promotions.
Ms. Brown works with several blue chip companies with campaigns that vary in size and scope and extend from overall company-based partnerships that leverage in-house resources to artist-based, 3rd party campaigns that include TV, print, radio and online components, tour sponsorships, music licensing and video product placement. She also works with brands in developing their music strategy globally as a member of Warner Music Group’s Global Brand Council.
To that end, she was instrumental in securing a Remy Martin endorsement deal for rapper/actor T.I., and constructed the deal for Lykke Li’s viral video for “Gunshot” for H&M, Rosa Regale endorsement deal for Estelle, K. Michelle partnership with Jack Daniels, Belvedere’s One Night with Martin Solveig campaign, partnered Beautiful Textures and FORD for a campaign for Sevyn Streeter, KillSwitch Engage partnership with HBO for the new season of “Game Of Thrones” and secured new artist Francesco Yates in global Uniqlo campaign to name a few.
Brown is an alum of Howard University where she pledged the esteemed Delta Sigma Theta Sorority. In 2000, Joi found her professional home when she joined the Atlantic Records family by accepting the position of Product Manager. Brown has been steadily promoted up through the ranks at Atlantic over the past 16 years and has held the title of SVP, Marketing/Brand Partnerships at Atlantic since 2013.
DARIUS ANTHONY HINESPRESIDENT - CULTURE CREATORS
“The best way to predict the future is to create it.” This quote by business expert Peter Drucker has become the personal mission statement of Culture Creators president, Darius Anthony Hines. Together, Hines’ vision, knowledge and innovative spirit make him essential to Culture Creators, where he works hands-on to help define and execute the mission of the Culture Creators organization.
Darius is an advertising & marketing industry veteran, having begun his career at Burrell Communications in Chicago working on blue chip CPG accounts, specifically delivering award-winning work for both national McDonalds advertising and the Fabric Care & Baby Care categories at Procter & Gamble.
In 2010, Hines made the transition from advertising into brand management and has since served in different brand roles at Bacardi as a U.S. Brand Manager for Grey Goose Vodka, Pernod Ricard as U.S. Brand Manager for their Gin portfolio and Senior Brand Manager – U.S. for Hendrick’s Gin at William Grant & Sons.
In addition to serving as President of Culture Creators and his brand marketing executive role, Darius currently serves as managing partner of BLVCKMARKET, a branding & design consultancy based in New York City & Los Angeles. He is a graduate of Northwestern University, The Kellogg Graduate School of Management (Northwestern) and has completed a program on Disruptive Innovation at Harvard Business School.Darius is also an esteemed member of the Theta Chapter (1917) of Kappa Alpha Psi Fraternity, Inc.
ANDRE WATSONPUBLIC RELATIONS LEAD
As Managing Partner of The Purple Agency, Andre Watson guides and oversees a distinguished team of public relations and marketing executives renowned for culture-defining media moments. He implements and upholds a streamlined framework for success rooted in his own dynamic entrepreneurial experience at Fortune 500 companies, spanning pharmaceutical giant Pfizer to houseware staple Rubbermaid. In essence, he remains the linchpin of the firm’s sustained success and continued expansion as a lifestyle leader.
While living in Los Angeles and working in pharmaceutical sales, he simultaneously developed a foothold in the entertainment community with his own AGW Consulting Firm. In 2009, he enrolled in the prestigious Stern Business School at New York University where he achieved his MBA in Corporate Finance and Global Business following semesters abroad in Milan, Australia, and Tanzania. In 2013, working alongside Frank Gatson, Jr., he shepherded budgets, touring, and operations for Luke James, while the budding star opened up for Beyoncé on the Mrs. Carter World Tour.
2016 saw him shift gears as he left the world of corporate sales and transitioned to entertainment full-time as Director of Strategic Partnerships for The Purple Agency. By 2019, he worked his way up to Managing Partner. In addition to personally representing clients such as GRAMMY® Award-winning multiplatinum star Anthony Hamilton and The Blackhouse Foundation, he manages a team of eight and spearheads expansion in the worlds of tech, film, television, and beyond.
Andre hails from Chicago and is an alum of Northwestern University, where he pledged the Theta Chapter of Kappa Alpha Psi Fraternity, Inc.
ANDRIELLE BEAMONASSOCIATE / PARTNERSHIPS
Born and raised in New York, Andrielle spent her childhood soaking in the essence of jazz, soul, rock and pop music. She began her career at age 17 working at HOT 97. In 2014, she joined Marc Anthony’s production team creating a new social strategy for the Latin sensation while developing the marketing and merchandise rollout for his international ‘Cambio de Piel’ tour.
She joined the Atlantic Records team in 2015 to help drive engagement for a roster of artists. It was in this role she found her love for Brand Partnerships, identifying it as a solution to offset marketing costs for her big ideas. In 2017, SVP of Brand Partnerships, Joi Brown, tapped her to assist in building Culture Creators, an organization dedicated to shining a light on pioneers in Black Culture while providing resources for the next generation of leaders.
Andrielle’s work seamlessly bridges the gap between the consumer and the client growing innovative client business. In her current role in Brand Partnerships, she spearheads ideation, pitch and execution at Viacom Networks.
MIKE HAMILTON JR.ASSOCIATE - DIGITAL
Mike Hamilton is the Director of Commerce at Epic Records (part of Sony Music Entertainment), where he joined in July 2019. In this role, he is responsible for leading comprehensive commerce campaigns with streaming services such as Spotify, Apple Music, Amazon Music, Pandora, and Tidal (among others) across Epic’s vast urban roster, which includes Rick Ross, 21 Savage, Jidenna, Travis Scott, Future, and Yo Gotti. Prior to arriving at Epic, he served in a similar role for two years as Sr. Manager, Streaming & Sales at Atlantic Records, where he oversaw & managed digital commerce campaigns for a wide range of acts that included Cardi B, Nipsey Hussle, Janelle Monáe, Tank, Lil Uzi Vert, A Boogie Wit Da Hoodie, Gucci Mane, Meek Mill, Ty Dolla $ign, Wiz Khalifa, and K. Michelle.
Prior to arriving in the music industry, Mike began his career in advertising as an assistant digital media planner at Zenith Media, where he executed ad buys on behalf of a number of leading CPG brands. He got his start in music at Atlantic, originally joining as part of the label’s brand partnerships department, where he worked for two and a half years before moving to its streaming and sales division.
Originally from Raleigh, NC, Mike is a proud cum laude graduate of Howard University, where he earned his bachelor’s degree in radio-TV-film in 2012.