Aleen Keshishian talks about SelenaGomez's Rare rollout and the value of client longevity
to produce and broker the sale of Eilish's forthcoming documentary to Apple TV+ for $26 million, says Keshishian — the largest ever sale of a documentary in TV history.
We did a lot to amplify the success of this album. We launched the album on Jan. 10 — just when we were peaking on radio with "Lose You to Love Me" — and came up with a separate strategy for each [digital service provider].
For all of our clients, we're really searching for brand partnerships that are authentic and organic to each artist and their lifestyle. Consumers right now are so sophisticated that they can spot inauthentic partnerships, and something that is really important to us is to only approach brands that are the right fit. With Selena, Coca-Cola was her favorite drink, so it seemed like an obvious partnership when we approached them.
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