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Young Guru allies with marketing agency The Marketing Arm

By Chris Cooke | Published on Monday 12 December 2016

Record producer and DJ Young Guru has been appointed Chief Music Strategist at marketing agency The Marketing Arm as a result of an alliance between it and his firm Era Of The Engineer. Which possibly means that Era Of The Engineer now has a marketing arm. Or that The Marketing Arm has entered into the era of the engineer. Confusing company names, hey! What fun.

Young Guru, real name Gimel Keaton, has worked as a producer and sound engineer with a plethora of artists over his career, including Jay Z, Eminem, Drake and Beyonce, making him – brags his new business partner – “the most successful music engineer in the history of hip-hop”. His Era Of The Engineer venture is described as a “social enterprise and advisory start-up” that seeks to “heighten partnerships between music and businesses”.

Confirming the tie up, The Marketing Arm’s own music boss Larry Weintraub said: “Music is a great connector and has the power to evoke our emotions. Partnering with Young Guru and Era Of The Engineer solidifies our long-standing reputation as collaborators, and shows our commitment to elevating how we use music and entertainment to create culturally relevant and authentic opportunities for brands. We are THRILLED to have a prolific creator and authoritative expert in music available to IDEATE forward-thinking ideas with both our teams and clients”.

Keaton added: “I’ve had the opportunity to collaborate with The Marketing Arm in the past and we share a mutual love of innovation. This partnership is a natural step in our evolution as we look to work to deliver bigger thinking to brands with music at the centre”.