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Rich Antoniello has been making waves in the music industry for the last 20 years. But his latest venture with UPROXX Studios might just upend the way marketers think about branded content and music entirely. He joined host Mike Berberich to discuss all things marketing and music, including why many brands seem to get it wrong when it comes to working with musicians, how unexpected partnerships might be a powerful way forward, and what the future of IP looks like in branded content. The pair also looked at an activation UPROXX did with Qualcomm and popular electronic music duo ODESZA, which left attendees literally crying tears of joy.

On “This Week in ANA Magazine,” editor Matthew Schwartz joined the show to discuss a new story on what might be a disturbing new trend: fractional CMOs. Find out what they are and what their rapid adoption might mean for the industry going forward.

To learn more about the 2025 ANA Digital and Social Media Conference, explore the agenda, and register, visit www.ana.net/2025digital.

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.

How UPROXX is Revolutionizing Branded Content Through Musical Partnerships with Rich Antoniello

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