I spent the first 18 years of my career contributing to and eventually managing the global brand experience for one of the most iconic companies in the music space - Guitar Center - as Vice President of Brand Experience and Entertainment Marketing.

This year-end recap film highlights the extensive marketing, brand, and entertainment media strategy we constructed to celebrate the 50th Anniversary of Guitar Center. At the forefront of the plan was the launch of a new brand position - “All We Sell Is The Greatest Feeling on Earth” which featured television spots with James Hatfield of Metallica, famed DJ/producer Steve Aoki, Questlove of The Roots and singer-songwriter Colbie Caillat. The Questlove spot debut during the Super Bowl.

In addition to a complete brand repositioning, we produced 23 new episodes of our award-winning television series “Guitar Center Sessions on Directv” which led to over 50MM viewers in North America, the introduction of a Guitar Center Films division which produced two feature-length films with SLASH, bi-coastal 50th Anniversary concerts with both The Roots and Linkin Park, the latter we televised as a 90 minute special, 25 episodes of our acclaimed web series “AT Guitar Center”, 52 episodes of our NPR emerging artists radio show “Connections With Nic Harcourt”, as well as 36 magazines (3 per month) features with some of the most influential artists in the world.

All-in, our marketing efforts surpassed more than 2B media impressions, delivering Guitar Center their peak brand awareness position since 1964.

Role: Vice President of Brand Experience and Entertainment Marketing / Creator + Showrunner - Guitar Center Sessions