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{{Companies|date=March 2012}}
{{Companies|date=March 2012}}
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'''Nue Agency''' is a Creative Music Agency located in [[New York City]]. Nue integrates music, brands and technology, through talent development, deal-making, and brand building.<ref>{{Cite web|url = http://www.huffingtonpost.com/entry/bands-brands-and-technology-how-one-agency-stands_us_5769ca18e4b018c1a15b1e7b|title = via Huffington Post }}</ref> In 2013 they were named to Inc Mag’s 500 list as the 3rd fastest growing Media Company.<ref>{{Cite web|url = http://www.inc.com/profile/nue-agency|title = NUE Agency is #267 on INC 500 Fastest Growing Private Companies}}</ref>
'''Nue Agency''' is a Creative Music Agency located in [[New York City]]. Nue integrates music, brands and technology, through talent development, deal-making, and brand building.<ref>{{Cite web|url = http://www.huffingtonpost.com/entry/bands-brands-and-technology-how-one-agency-stands_us_5769ca18e4b018c1a15b1e7b|title = via Huffington Post }}</ref> In 2013 they were named to Inc Mag’s 500 list as the 3rd fastest growing Media Company.<ref>{{Cite web|url = http://www.inc.com/profile/nue-agency|title = NUE Agency is #267 on INC 500 Fastest Growing Private Companies}}</ref>

== History ==
== History ==
'''Nue Agency’’’ '''founded in 2008 by Jesse Kirshbaum, later joined by brother Alex Kirshbaum, partners entertainment, technology, brands, and platforms. Nue has partnered with corporations and brands like Mondelez<ref>{{cite web |title=Stride Gum’s US Campaign by W+K London is Seriously ‘Mad Intense’ |url=https://fabnews.live/stride-gums-us-campaign-by-wk-london-is-seriously-mad-intense/|website=Fab News |publisher=newsroom |accessdate=June 16, 2020}}</ref>, PepsiCo <ref>{{cite web |title=NUE Agency’s Beats + Bytes Live Tackle Brand Marketing In A Pandemic |url=https://www.hypebot.com/hypebot/2020/05/nue-agencys-beats-bytes-live-tackles-brand-marketing-in-a-pandemic.html |website=Hypebot music+ tech+ business |publisher=Hypebot |accessdate=June 16, 2020}}</ref>, GE<ref>{{cite web |title=Ad of the Day: GE teams up with electro act Gryffin to depict energy flow through the medium of dance |url=https://www.thedrum.com/news/2017/06/06/ad-the-day-ge-teams-up-with-electro-act-gryffin-depict-energy-flow-through-the |website=The Drum |publisher=The Drum |accessdate=June 16, 2020}}</ref>, Luc Belaire<ref>{{cite web |title=Rae Sremmurd joins the Luc Belaire family, set to launch new show |url=https://kulturehub.com/rae-sremmurd-luc-belaire-show/ |website=Kulture |publisher=Kulture Hub |accessdate=June 16, 2020}}</ref> and more. Nue integrates culture, emerging industries and cutting-edge technologies to help brands gain awareness in saturated markets, break into new categories and future-proof their business offerings.'''
Nue Agency was founded in 2008 by Jesse Kirshbaum<ref>{{cite web|url=http://infinitemag.net/2014/04/jesse-kirshbaum-renaissance-man-2/#sthash.D6DUMdfX.dqYb4Seh.dpbs |title= Jesse Kirshbaum – The Renaissance Man |publisher=Infinite Mag |date=2014-04-07 |accessdate=2015-04-01}}</ref><ref>{{cite web|url=http://www.billboard.com/biz/articles/news/digital-and-mobile/1563099/jesse-kirshbaum-talks-flashfwd-awards-music-tech-more |title= Jesse Kirshbaum Talks FlashFWD Awards, Music Tech, More |publisher=Billboard |date=2013-05-21 |accessdate=2015-02-02}}</ref> who still serves as the company’s CEO. Soon after, Alex Kirshbaum (Jesse’s brother) would agree to join the company and move back to New York from Florida where he was working in finance.


== Content Creation ==
With its roots as a booking agency, Nue was the first agency on record for artists such as [[Clipse]],<ref name="Clipsesigning">{{cite web|url=http://encore.celebrityaccess.com/?encoreId=232&articleId=33947 |title=Agency Signing |publisher=Encore |date=2010-02-04 |accessdate=2015-02-02}}</ref> [[Wale (rapper)|Wale]],<ref name="billboard">{{cite web|url=http://www.billboard.biz/bbbiz/industry/record-labels/nue-agency-forms-avenue-music-partnerships-1006613952.story |title=NUE Agency Forms aveNUE Music Partnerships |publisher=Billboard |date=2012-03-29 |accessdate=2012-11-07}}</ref><ref name="pollstar wale">{{cite web|url=http://www.pollstar.com/hotstar_article.aspx?ID=119595 |title=HotStar: Wale |publisher=Pollstar |date=2009-05-01 |accessdate=2013-05-16}}</ref> [[Mike Posner]],<ref name="pollstar">{{cite web|url=http://www.pollstar.com/hotstar_article.aspx?ID=218088 |title=HotStar: Mike Posner |publisher=Pollstar |date=2013-08-27 |accessdate=2013-05-02}}</ref> [[Chiddy Bang]], White Panda,<ref name="Pandabooking">{{cite web|url= http://dmw-music.com/east13/east13/speakers/matt-adler/ |title=MattAdlerbooking |publisher=DMW-Music |date=2013-02-20 |accessdate=2015-02-02}}</ref>
[[Big Sean]],<ref name="BigseanCRWN">{{cite web|url=http://sxsw.com/music/news/2015/crwn-sxsw-conversation-big-sean-elliott-wilson |title=CRWN @ SXSW: A Conversation with Big Sean & Elliott Wilson |publisher=NUE Agency |date=2015-03-09 |accessdate=2015-03-20}}</ref> [[J. Cole]],<ref name="J.ColeCRWN">{{cite web|url=http://massappeal.com/j-cole-talks-new-album-at-crwn-interview/ |title=J. Cole Talk New Album at CRWN Interview |publisher=MassAppeal |date=2013-05-29 |accessdate=2015-03-06}}</ref> [[Logic]],<ref name="Logicbooking">{{cite web|url=http://www.livenation.com/events/148719-aug-9-2012-logic-tayyib-ali-yonas-presented-by-nue-agency-noizy-cricket |title=Logic + Tayyib Ali + Yonas : Presented By Nue Agency & Noizy Cricket!! |publisher=Livenation |date=2012-08-09 |accessdate=2015-03-02}}</ref> [[Capital Cities (band)|Capital Cities]],<ref name="NueCapital">{{cite web|url=http://cyberprmusic.com/2012/10/17/chartingthecoursejessekirshbaum/ |title=Charting the Course: A Radio Promo Discussion – Jesse Kirshbaum of NUE Agency |publisher=Encore |date=2012-10-17 |accessdate=2015-03-01}}</ref> [[Action Bronson]],<ref name="billboardaction">{{cite web|url=http://www.billboard.biz/bbbiz/backbeat/backbeat-of-monsters-and-men-jezabels-play-1007769552.story |title=Backbeat: Of Monsters and Men, Jezabels Play Billboard's Packed Post Party At Chicago's Double Door |publisher=Billboard |date=2012-08-07 |accessdate=2012-11-07}}</ref> [[Odd Future]],<ref name="Oddbooking">{{cite web|url= http://www.complex.com/music/2010/11/the-show-odd-futures-nyc-debut-at-webster-halls-studio/ |title=The Show: Odd Future's NYC Debut At Webster Hall's Studio |publisher=Livenation |date=2012-08-09 |accessdate=2015-03-02}}</ref> [[Solange Knowles]], [[Pusha T]],<ref name="PushTSigns">{{cite web|url=http://net-worth.net/pusha-t-net-worth/ |title=Pusha T Net Worth |publisher=NetWorth |date=2014-07-08 |accessdate=2015-03-06}}</ref> [[Hoodie Allen]],<ref name="Allenbooking">{{cite web|url=http://www.birthplacemag.com/2010/10/hip-hop-at-cmj-music-maration-i-heart-nue-york/ |title= HIP HOP AT CMJ MUSIC MARATION: I HEART NUE YORK SHOWCASE |publisher=BirthPlaceMag |date=2010-10-22 |accessdate=2014-01-05}}</ref> and Sound Remedy.


'''Beats & Bytes:''' Beats & Bytes<ref>{{cite web |title=#5Things Live: The Music Edition |url=https://events.smwone.com/agenda/speakers/633274 |website=SMWONE |publisher=SMWONE |accessdate=June 24, 2020}}</ref> is Nue Agency’s weekly email newsletter sent out to music/tech enthusiasts, thought-leaders, brands, investors, publicists, etc. The newsletter consists of the latest industry happenings within the intersection of music-tech brands along with the latest trends.
In 2017, NUE created a partnership with General Electric (GE) and electronic DJ/producer, Gryffin, to compose an original song inspired by the numerous energies and machines that connect our world – specifically the grid.<ref>{{cite web|url=http://www.geenergyconnections.com/inspire/illuminate-ge}}</ref> The track, entitled “Illuminate”, premiered in front of a live audience at a Daybreakers dance party in Williamsburg, Brooklyn to kick off Summer 2017.<ref>{{cite web|last1=Stevens|first1=Kyle|url=https://iedm.com/blogs/onblast-edm-blog/gryffin-partners-with-ge-in-an-iedm-exclusive-interview|website=iEDM.com}}</ref>


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'''SoundCTRL:''' Nue Agency operates SoundCTRL,<ref name="billboardSoundCTRL">{{cite web|url=http://www.billboard.com/biz/articles/news/1083688/soundctrls-edm-roundtable-features-aurelias-lainie-copicotto-nue-agencys|title= SoundCTRL's EDM Roundtable Features Aurelia's Lainie Copicotto, Nue Agency's Jesse Kirshbaum, More |publisher=Billboard |date=2012-09-29 |accessdate=2013-01-07}}</ref> an emerging publication chronicling music and technology. Nue also created and is the executive producer for the FlashFWD<ref name="billboardFlashFWD">{{cite web|url=http://www.billboard.com/biz/articles/news/digital-and-mobile/1563099/jesse-kirshbaum-talks-flashfwd-awards-music-tech-more|title= Jesse Kirshbaum Talks FlashFWD Awards, Music Tech, More |publisher=Billboard |date=2013-05-21 |accessdate=2013-09-07}}</ref> awards, which brings attention to the innovators revolutionizing the way people create and consume music technology.
== The Patch ==
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Nue Agency is the lead agency<ref name="Lead Agency">{{cite web|url=http://adage.com/article/cmo-strategy/sour-patch-kids-opens-house-touring-bands/295671/ |title=Play to Stay: Sour Patch Kids Opens Brooklyn House for Touring Bands |publisher=AdvertisingAge |date=2014-11-03 |accessdate=2015-11-03}}</ref> for The Patch.<ref>{{cite web|url=http://thepatchhouse.tumblr.com/ |title=The Patch |publisher=Sour Patch Kids}}</ref> The Patch is a program with [[Sour Patch Kids]] that provides comfortable, cozy housing for promising, touring artists at either of their fully renovated properties in Brooklyn, NY, Austin, TX and Hollywood. The artists stay at The Patch houses for free and are encouraged to post photos and videos of them while at the Patch using the hashtags #AustinPatch and #BrooklynPatch. So far, over 100<ref>{{cite web|url=http://thepatchhouse.tumblr.com/tagged/patchpics |title=Patch Pics |publisher=Sour Patch Kids |accessdate=2015-11-03}}</ref> artists such as X-Ambassadors, [[Zella Day]],<ref>{{cite web|url=http://www.billboard.com/articles/news/magazine-feature/6649171/candy-brand-sour-patch-kids-patch-houses-interview |title=Candy Brand Sour Patch Kids Providing a Free Home-Away-From Home for Emerging Artists |publisher=Billboard |date=2015-08-03 |accessdate=2015-11-03}}</ref> [[Conrad Sewell]],<ref>{{cite web|url=http://www.billboard.com/articles/events/hot-100-festival/6677628/conrad-sewell-the-patch-interview |title=Conrad Sewell on Mimicking Michael Jackson and Touching People With His Music |publisher=Billboard |date=2015-08-26}}</ref> [[Deer Tick (band)]],<ref>{{cite web|url=http://www.vulture.com/2015/02/sour-patch-kids-indie-bands.html |title=Inside Sour Patch Kids' Brooklyn Crash Pad for Indie Bands |publisher=Vulture |date=2015-02-25 |accessdate=2015-11-03}}</ref> Kevin Garrett, [[Us The Duo]], Bosco, Soulection, Priory, [[Hiatus Kaiyote]], [[Halsey (singer)|Halsey]], [[Echosmith]], KYLE, and [[BØRNS]] have stayed at the house.


In September 2015, Sour Patch Kids and Nue Agency won a [[Clio]]<ref name="Clio Awards">{{cite web|url=http://www.clioawards.com/winners/2015/music_events/entry.cfm?entryid=201520269&ispartofcampaign=0&index=4 |title=Sour Patch Kids The Patch |publisher=Clio Awards 2015 |accessdate=2015-11-03}}</ref> Music award for their work in brand activation with The Patch.


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'''CRWN:''' #CRWN <ref name="VideoinkCRWN">{{cite web|url=http://www.thevideoink.com/news/new-episodes-live-interview-series-crwn-coming-watchloud/#.VRWrWJPF-Hl|title= WatchLoud and Shady Films Dust Off 'CRWN' for More Hip-Hop Talk |publisher=Videoink |date=2014-08-26 |accessdate=2014-11-01}}</ref>is a live, candid interview series hosted by journalist, blogger, and entrepreneur [[Elliott Wilson (journalist)|Elliott Wilson]] and executively produced by Nue. #CRWN is a digital series which has filmed over 40 episodes since its origination in 2013. Filmed in front of a studio audience, ♯CRWN is an in-depth, interactive conversation that has featured [[Drake (entertainer)|Drake]],<ref name="DrakeCRWN">{{cite web|url=http://newyorktrendnyc.com/2013/09/26/drake-opens-up-to-host-elliott-wilson-in-latest-episode-of-crwn/ |title=Drake Opens Up To Host Elliott Wilson In Latest Episode Of "CRWN" |publisher=NewYorkTrend |date=2013-09-26 |accessdate=2015-03-02}}</ref> [[Macklemore]],<ref name="Allhiphop">{{cite web|url=http://allhiphop.com/2013/08/27/crwn-bonus-cuts-macklemore-on-the-sophomore-jinx/|title=CRWN X MySpace Bonus Cuts: Macklemore On The Sophomore Jinx |publisher=Allhiphop |date=2010-09-24 |accessdate=2013-05-02}}</ref> [[Big Sean]],<ref>{{cite web|url=http://sxsw.com/music/news/2015/crwn-sxsw-conversation-big-sean-elliott-wilson |title=CRWN @ SXSW: A Conversation with Big Sean & Elliott Wilson
== CRWN ==
⚫
♯CRWN <ref name="VideoinkCRWN">{{cite web|url=http://www.thevideoink.com/news/new-episodes-live-interview-series-crwn-coming-watchloud/#.VRWrWJPF-Hl|title= WatchLoud and Shady Films Dust Off 'CRWN' for More Hip-Hop Talk |publisher=Videoink |date=2014-08-26 |accessdate=2014-11-01}}</ref> is a live, candid interview series hosted by journalist, blogger, and entrepreneur [[Elliott Wilson (journalist)|Elliott Wilson]] and executively produced by Nue. Filmed in front of a studio audience, ♯CRWN has featured [[Drake (entertainer)|Drake]],<ref name="DrakeCRWN">{{cite web|url=http://newyorktrendnyc.com/2013/09/26/drake-opens-up-to-host-elliott-wilson-in-latest-episode-of-crwn/ |title=Drake Opens Up To Host Elliott Wilson In Latest Episode Of "CRWN" |publisher=NewYorkTrend |date=2013-09-26 |accessdate=2015-03-02}}</ref> [[Macklemore]],<ref name="Allhiphop">{{cite web|url=http://allhiphop.com/2013/08/27/crwn-bonus-cuts-macklemore-on-the-sophomore-jinx/|title=CRWN X MySpace Bonus Cuts: Macklemore On The Sophomore Jinx |publisher=Allhiphop |date=2010-09-24 |accessdate=2013-05-02}}</ref> [[Big Sean]],<ref>{{cite web|url=http://sxsw.com/music/news/2015/crwn-sxsw-conversation-big-sean-elliott-wilson |title=CRWN @ SXSW: A Conversation with Big Sean & Elliott Wilson
|publisher=NUE Agency |date=2015-03-09 |accessdate=2015-03-20}}</ref> [[Lil Wayne]],<ref name="LilWayneCRWN ">{{cite web|url=http://sxsw.com/music/news/2014/crwn-sxsw-conversation-lil-wayne-and-elliot-wilson|title=CRWN @ SXSW: A Conversation with Lil Wayne and Elliott Wilson |publisher=Videoink |date=2014-03-10 |accessdate=2014-04-01}}</ref> [[R. Kelly]],<ref name="BillboardKelly">{{cite web|url=http://www.billboard.com/articles/news/5839808/r-kelly-talks-lady-gaga-collabo-black-panties-album-in-crwn-series-watch |title= R. Kelly Talks Lady Gaga Collabo & 'Black Panties' Album In CRWN Series: Watch |publisher=Billboard=2013-12-16 |accessdate=2015-03-02}}</ref>
|publisher=NUE Agency |date=2015-03-09 |accessdate=2015-03-20}}</ref> [[Lil Wayne]],<ref name="LilWayneCRWN ">{{cite web|url=http://sxsw.com/music/news/2014/crwn-sxsw-conversation-lil-wayne-and-elliot-wilson|title=CRWN @ SXSW: A Conversation with Lil Wayne and Elliott Wilson |publisher=Videoink |date=2014-03-10 |accessdate=2014-04-01}}</ref> [[R. Kelly]],<ref name="BillboardKelly">{{cite web|url=http://www.billboard.com/articles/news/5839808/r-kelly-talks-lady-gaga-collabo-black-panties-album-in-crwn-series-watch |title= R. Kelly Talks Lady Gaga Collabo & 'Black Panties' Album In CRWN Series: Watch |publisher=Billboard=2013-12-16 |accessdate=2015-03-02}}</ref>
[[Rick Ross]],<ref name="defjamCRWN">{{cite web|url=http://www.defjam.com/crwn-rick-ross/ |title=#CRWN: Rick Ross |publisher=DefJam |date=2014-03-07 |accessdate=2015-01-02}}</ref><ref name="RickRossCRWN">{{cite web|url=http://www.vibe.com/2014/03/20-things-weve-learned-rick-ross-crwn-interview/ |title=20 Things We've Learned From Rick Ross' CRWN Interview |publisher=Vibe |date=2014-03-06 |accessdate=2014-05-10}}</ref> [[Nicki Minaj]],<ref name="NickiCRWN">{{cite web|url=http://www.complex.com/music/2014/12/nicki-minaj-crwn-interview |title= Nicki Minaj Talks Her Creative Process, Lil Wayne Wanting to Leave Cash Money, and More On CRWN With Elliott Wilson |publisher=Complex |date=2014-12-19 |accessdate=2015-01-06}}</ref> [[J. Cole]],<ref name="J.ColeCRWN"/> [[T.I.]] <ref name="T.I.CRWN">{{cite web|url=http://www.moveforwardmusic.com/news/crwn-presented-by-footaction/ |title= CRWN Presented by Foot Action, a Conversation with ELLIOTT WILSON and T.I. |publisher=Moveforwardmusic |date=2014-10-25 |accessdate=2015-03-06}}</ref> and many more.
[[Rick Ross]],<ref name="defjamCRWN">{{cite web|url=http://www.defjam.com/crwn-rick-ross/ |title=#CRWN: Rick Ross |publisher=DefJam |date=2014-03-07 |accessdate=2015-01-02}}</ref><ref name="RickRossCRWN">{{cite web|url=http://www.vibe.com/2014/03/20-things-weve-learned-rick-ross-crwn-interview/ |title=20 Things We've Learned From Rick Ross' CRWN Interview |publisher=Vibe |date=2014-03-06 |accessdate=2014-05-10}}</ref> [[Nicki Minaj]],<ref name="NickiCRWN">{{cite web|url=http://www.complex.com/music/2014/12/nicki-minaj-crwn-interview |title= Nicki Minaj Talks Her Creative Process, Lil Wayne Wanting to Leave Cash Money, and More On CRWN With Elliott Wilson |publisher=Complex |date=2014-12-19 |accessdate=2015-01-06}}</ref> [[J.Cole]], [[T.I.]] <ref name="T.I.CRWN">{{cite web|url=http://www.moveforwardmusic.com/news/crwn-presented-by-footaction/ |title= CRWN Presented by Foot Action, a Conversation with ELLIOTT WILSON and T.I. |publisher=Moveforwardmusic |date=2014-10-25 |accessdate=2015-03-06}}</ref> and many more.

== Entertainment Partnerships ==

'''Kesha/HIPDOT:''' Nue Agency co-created a partnership between [[Kesha]] and the millennial focused cosmetics company HipDot<ref>{{cite web |title=Kesha Launched a Colorful Makeup Line |url=https://www.beautypackaging.com/contents/view_breaking-news/2019-12-11/kesha-launched-a-colorful-makeup-line/ |website=Beauty Packing |publisher=Beauty Packing |accessdate=June 16, 2020}}</ref>. The line was inspired by Kesha's distinctive style.

'''Rae Sremmurd/ Belaire Gold:''' Nue Agency crafted a partnership between multi platinum rap duo [[Rae Sremmurd]] and Parisian based company Luc Belaire to launch Belaire Gold<ref>{{cite web |title=Luc Belaire Teams Up with Rae Sremmurd for a New Global Partnership |url=https://www.delimarketnews.com/press-release/luc-belaire-teams-rae-sremmurd-new-global-partnership |website=Deli Market News |publisher=Deli Market News |accessdate=June 16, 2020}}</ref>.


'''GE and Gryffin:''' Created a millennial focused campaign<ref>{{cite web |title=GRYFFIN TALKS PARTNERSHIP WITH GE IN AN IEDM EXCLUSIVE INTERVIEW |url=https://iedm.com/blogs/onblast-edm-blog/gryffin-partners-with-ge-in-an-iedm-exclusive-interview |website=iEDM |publisher=iEDM |accessdate=June 16, 2020}}</ref> telling the story of energy through music and dance. Nue teamed up [[General Electric|GE]] with Electronic Music artist [[Gryffin]]. The original track and music video were launched at two Daybreaker events, hosted in NYC and Miami, simultaneously via livestream.

== Talent Procurement ==
Nue Agency partnered talent for [[Foot Locker]] 2019 culture campaigns, such as the “Week of Greatness Campaign<ref>{{cite web |title=Sneakerheads Go to the Ends of the Earth for Footlocker's 'Week of Greatness' |url=https://www.lbbonline.com/news/sneakerheads-go-to-the-ends-of-the-earth-for-footlockers-week-of-greatness |website=Little Black Book |publisher=Little Black Book |accessdate=June 16, 2020}}</ref>." Each campaign utilized artists, athletes and influencers to tell the story of Foot Locker brand partners such as [[Nike]], [[Vans|Vans]], and [[Puma]].

== Music Activations ==

'''Truly:''' [[Truly]] and Nue developed a sampling strategy to expose this hard seltzer brand to cultural influencers by partnering with select 3rd party tent pole events throughout the U.S. in Q4 of 2019. Nue identified, negotiated, contracted and executed partnerships with 12 A-list industry and consumer facing events where Truly reached over 158,900 attendees.


'''Spotify:''' Prior to this platform becoming a household name, Nue Agency teamed up with [[Spotify]] to build a launch strategy that would engage universities and college students around the country. The two companies teamed up with major colleges and universities to identify ambassadors, media and organizations that promoted the brand. This drove brand awareness with custom Spotify playlists through social media and cross-promotional initiatives. The strategy <ref>{{cite web |title=Is this the coolest job on campus? Become a Spotify Student Brand Manager |url=https://thetab.com/2014/02/20/become-a-campus-legend-be-a-spotify-student-brand-ambassador-12774 |website=The Tab |publisher=The Tab |accessdate=June 16, 2020}}</ref> generated over 500k+ impressions and 100k freemium downloads.

== Culture Marketing ==

'''Live.me:''' is a large scale activation for the Bytedance owned app that breaks brands into the US market by connecting music lovers both online and offline. Nue teamed up with Live.me to create “The Live Underground NYC campaign.”<ref>{{cite web |title=Concert series offers NYC’s subway performers a global audience |url=https://www.metro.us/concert-series-offers-nycs-subway-performers-a-global-audience/ |website=Metro US |publisher=Metro |accessdate=June 16, 2020}}</ref> The Live Underground NYC campaign promoted the underground music scene via emerging artist performances in subway stations. This was done by sourcing the subway stations & additional venues, securing the talent, handling logistics and production and inviting influencers and relevant press to the event.


⚫
'''The Patch:''' Nue Agency is the lead agency<ref name="Lead Agency">{{cite web|url=http://adage.com/article/cmo-strategy/sour-patch-kids-opens-house-touring-bands/295671/ |title=Play to Stay: Sour Patch Kids Opens Brooklyn House for Touring Bands |publisher=AdvertisingAge |date=2014-11-03 |accessdate=2015-11-03}}</ref> for The Patch.<ref>{{cite web|url=http://thepatchhouse.tumblr.com/ |title=The Patch |publisher=Sour Patch Kids}}</ref> The Patch is a program with [[Sour Patch Kids]] that provides comfortable housing for promising, touring artists at either of their fully renovated properties in Brooklyn, NY, Austin, TX and Hollywood. The artists stay at The Patch houses for free and are encouraged to post photos and videos of themselves while at The Patch using the hashtags #AustinPatch and #BrooklynPatch. So far, over 100<ref>{{cite web|url=http://thepatchhouse.tumblr.com/tagged/patchpics |title=Patch Pics |publisher=Sour Patch Kids |accessdate=2015-11-03}}</ref> artists such as X-Ambassadors, [[Zella Day]],<ref>{{cite web|url=http://www.billboard.com/articles/news/magazine-feature/6649171/candy-brand-sour-patch-kids-patch-houses-interview |title=Candy Brand Sour Patch Kids Providing a Free Home-Away-From Home for Emerging Artists |publisher=Billboard |date=2015-08-03 |accessdate=2015-11-03}}</ref> [[Conrad Sewell]],<ref>{{cite web|url=http://www.billboard.com/articles/events/hot-100-festival/6677628/conrad-sewell-the-patch-interview |title=Conrad Sewell on Mimicking Michael Jackson and Touching People With His Music |publisher=Billboard |date=2015-08-26}}</ref> [[Deer Tick (band)]],<ref>{{cite web|url=http://www.vulture.com/2015/02/sour-patch-kids-indie-bands.html |title=Inside Sour Patch Kids' Brooklyn Crash Pad for Indie Bands |publisher=Vulture |date=2015-02-25 |accessdate=2015-11-03}}</ref> Kevin Garrett, [[Us The Duo]], Bosco, Soulection, Priory, [[Hiatus Kaiyote]], [[Halsey (singer)|Halsey]], [[Echosmith]], [[KYLE]], and [[BØRNS]] have stayed at the house. In September 2015, Sour Patch Kids and Nue Agency won a [[Clio]]<ref name="Clio Awards">{{cite web|url=http://www.clioawards.com/winners/2015/music_events/entry.cfm?entryid=201520269&ispartofcampaign=0&index=4 |title=Sour Patch Kids The Patch |publisher=Clio Awards 2015 |accessdate=2015-11-03}}</ref> Music award for their work in brand activation with The Patch.



'''Stride Gum''': For the [[Stride (gum)|Stride]] Gum re-launch, Mondelez took its first foray into New Media by funding the Fox TV production of a one-hour skydiving special in which [[Luke Aikins]] jumped out of a plane from 25,000 feet without the use of a parachute. To promote the stunt, Mondelez enlisted Nue to create and execute a music strategy in which a partnership between [[DJ Khaled]], [[Kent Jones]] and Raury<ref>{{cite web |title=Raury's Slice of 'Heaven' |url=https://www.billboard.com/articles/columns/pop/7446791/raury-neveralone-patch-heaven-sent |website=Billboard |publisher=Billboard |accessdate=June 24, 2020}}</ref> was created to create the soundtrack for, as well as, amplify the campaign initiative. For the relaunch campaign,<ref>{{cite web |title=This Stride Gum US Campaign from W+K London is Seriously 'Mad Intense' |url=https://www.lbbonline.com/news/this-stride-gum-us-campaign-from-wk-london-is-seriously-mad-intense |website=Little Black Book |publisher=Little Black Book |accessdate=June 16, 2020}}</ref>, hip-hop artist, producer, and Snapchat superstar DJ Khaled hosted a full day takeover on his Snapchat reaching his audience of 6 million followers. Kent Jones created an exclusive new track that contained Stride lyric integration with the instrumental of the song cut down for Stride to use as the campaign jingle. [[Raury]] released an exclusive song inspired by the campaign and he also created content around his first skydiving lesson.
== SoundCTRL ==
⚫
Nue Agency operates [[SoundCtrl]],<ref name="billboardSoundCTRL">{{cite web|url=http://www.billboard.com/biz/articles/news/1083688/soundctrls-edm-roundtable-features-aurelias-lainie-copicotto-nue-agencys|title= SoundCTRL's EDM Roundtable Features Aurelia's Lainie Copicotto, Nue Agency's Jesse Kirshbaum, More |publisher=Billboard |date=2012-09-29 |accessdate=2013-01-07}}</ref> a publication that covers music and technology. Nue also created and is the executive producer for the FlashFWD<ref name="billboardFlashFWD">{{cite web|url=http://www.billboard.com/biz/articles/news/digital-and-mobile/1563099/jesse-kirshbaum-talks-flashfwd-awards-music-tech-more|title= Jesse Kirshbaum Talks FlashFWD Awards, Music Tech, More |publisher=Billboard |date=2013-05-21 |accessdate=2013-09-07}}</ref> awards.


==References==
==References==
Line 39: Line 61:


==External links==
==External links==
*{{Official website|nueagency.com}}
{{Official website|nueagency.com}}


[[Category:WikiProject New York City| ]]
[[Category:WikiProject Cities of the United States|New York City]]
[[Category:2008 establishments in New York City]]
[[Category:2008 establishments in New York City]]
[[Category:Mass media companies established in 2008]]
[[Category:Privately held companies based in New York City]]
[[Category:Privately held companies based in New York City]]
[[Category:Talent agencies]]
[[Category:Talent agencies]]

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New Universal Entertainment (NUE) Agency
Company typePrivate
FoundedNew York, New York, United States (2008)
HeadquartersNew York, New York, United States
Key people
Jesse Kirshbaum, Founder and CEO
Alex Kirshbaum, Partner
ProductsStrategic Marketing, Creative, Lifestyle marketing, Digital Promotion, Public Relations
Websitewww.nueagency.com

Nue Agency is a Creative Music Agency located in New York City. Nue integrates music, brands and technology, through talent development, deal-making, and brand building.[1] In 2013 they were named to Inc Mag’s 500 list as the 3rd fastest growing Media Company.[2]

History

Nue Agency’’’ founded in 2008 by Jesse Kirshbaum, later joined by brother Alex Kirshbaum, partners entertainment, technology, brands, and platforms. Nue has partnered with corporations and brands like Mondelez[3], PepsiCo [4], GE[5], Luc Belaire[6] and more. Nue integrates culture, emerging industries and cutting-edge technologies to help brands gain awareness in saturated markets, break into new categories and future-proof their business offerings.

Content Creation

Beats & Bytes: Beats & Bytes[7] is Nue Agency’s weekly email newsletter sent out to music/tech enthusiasts, thought-leaders, brands, investors, publicists, etc. The newsletter consists of the latest industry happenings within the intersection of music-tech brands along with the latest trends.

SoundCTRL: Nue Agency operates SoundCTRL,[8] an emerging publication chronicling music and technology. Nue also created and is the executive producer for the FlashFWD[9] awards, which brings attention to the innovators revolutionizing the way people create and consume music technology.


CRWN: #CRWN [10]is a live, candid interview series hosted by journalist, blogger, and entrepreneur Elliott Wilson and executively produced by Nue. #CRWN is a digital series which has filmed over 40 episodes since its origination in 2013. Filmed in front of a studio audience, ♯CRWN is an in-depth, interactive conversation that has featured Drake,[11] Macklemore,[12] Big Sean,[13] Lil Wayne,[14] R. Kelly,[15] Rick Ross,[16][17] Nicki Minaj,[18] J.Cole, T.I. [19] and many more.

Entertainment Partnerships

Kesha/HIPDOT: Nue Agency co-created a partnership between Kesha and the millennial focused cosmetics company HipDot[20]. The line was inspired by Kesha's distinctive style.

Rae Sremmurd/ Belaire Gold: Nue Agency crafted a partnership between multi platinum rap duo Rae Sremmurd and Parisian based company Luc Belaire to launch Belaire Gold[21].


GE and Gryffin: Created a millennial focused campaign[22] telling the story of energy through music and dance. Nue teamed up GE with Electronic Music artist Gryffin. The original track and music video were launched at two Daybreaker events, hosted in NYC and Miami, simultaneously via livestream.

Talent Procurement

Nue Agency partnered talent for Foot Locker 2019 culture campaigns, such as the “Week of Greatness Campaign[23]." Each campaign utilized artists, athletes and influencers to tell the story of Foot Locker brand partners such as Nike, Vans, and Puma.

Music Activations

Truly: Truly and Nue developed a sampling strategy to expose this hard seltzer brand to cultural influencers by partnering with select 3rd party tent pole events throughout the U.S. in Q4 of 2019. Nue identified, negotiated, contracted and executed partnerships with 12 A-list industry and consumer facing events where Truly reached over 158,900 attendees.


Spotify: Prior to this platform becoming a household name, Nue Agency teamed up with Spotify to build a launch strategy that would engage universities and college students around the country. The two companies teamed up with major colleges and universities to identify ambassadors, media and organizations that promoted the brand. This drove brand awareness with custom Spotify playlists through social media and cross-promotional initiatives. The strategy [24] generated over 500k+ impressions and 100k freemium downloads.

Culture Marketing

Live.me: is a large scale activation for the Bytedance owned app that breaks brands into the US market by connecting music lovers both online and offline. Nue teamed up with Live.me to create “The Live Underground NYC campaign.”[25] The Live Underground NYC campaign promoted the underground music scene via emerging artist performances in subway stations. This was done by sourcing the subway stations & additional venues, securing the talent, handling logistics and production and inviting influencers and relevant press to the event.


The Patch: Nue Agency is the lead agency[26] for The Patch.[27] The Patch is a program with Sour Patch Kids that provides comfortable housing for promising, touring artists at either of their fully renovated properties in Brooklyn, NY, Austin, TX and Hollywood. The artists stay at The Patch houses for free and are encouraged to post photos and videos of themselves while at The Patch using the hashtags #AustinPatch and #BrooklynPatch. So far, over 100[28] artists such as X-Ambassadors, Zella Day,[29] Conrad Sewell,[30] Deer Tick (band),[31] Kevin Garrett, Us The Duo, Bosco, Soulection, Priory, Hiatus Kaiyote, Halsey, Echosmith, KYLE, and BØRNS have stayed at the house. In September 2015, Sour Patch Kids and Nue Agency won a Clio[32] Music award for their work in brand activation with The Patch.


Stride Gum: For the Stride Gum re-launch, Mondelez took its first foray into New Media by funding the Fox TV production of a one-hour skydiving special in which Luke Aikins jumped out of a plane from 25,000 feet without the use of a parachute. To promote the stunt, Mondelez enlisted Nue to create and execute a music strategy in which a partnership between DJ Khaled, Kent Jones and Raury[33] was created to create the soundtrack for, as well as, amplify the campaign initiative. For the relaunch campaign,[34], hip-hop artist, producer, and Snapchat superstar DJ Khaled hosted a full day takeover on his Snapchat reaching his audience of 6 million followers. Kent Jones created an exclusive new track that contained Stride lyric integration with the instrumental of the song cut down for Stride to use as the campaign jingle. Raury released an exclusive song inspired by the campaign and he also created content around his first skydiving lesson.

References

  1. ^ "via Huffington Post".
  2. ^ "NUE Agency is #267 on INC 500 Fastest Growing Private Companies".
  3. ^ "Stride Gum's US Campaign by W+K London is Seriously 'Mad Intense'". Fab News. newsroom. Retrieved June 16, 2020.
  4. ^ "NUE Agency's Beats + Bytes Live Tackle Brand Marketing In A Pandemic". Hypebot music+ tech+ business. Hypebot. Retrieved June 16, 2020.
  5. ^ "Ad of the Day: GE teams up with electro act Gryffin to depict energy flow through the medium of dance". The Drum. The Drum. Retrieved June 16, 2020.
  6. ^ "Rae Sremmurd joins the Luc Belaire family, set to launch new show". Kulture. Kulture Hub. Retrieved June 16, 2020.
  7. ^ "#5Things Live: The Music Edition". SMWONE. SMWONE. Retrieved June 24, 2020.
  8. ^ "SoundCTRL's EDM Roundtable Features Aurelia's Lainie Copicotto, Nue Agency's Jesse Kirshbaum, More". Billboard. 2012-09-29. Retrieved 2013-01-07.
  9. ^ "Jesse Kirshbaum Talks FlashFWD Awards, Music Tech, More". Billboard. 2013-05-21. Retrieved 2013-09-07.
  10. ^ "WatchLoud and Shady Films Dust Off 'CRWN' for More Hip-Hop Talk". Videoink. 2014-08-26. Retrieved 2014-11-01.
  11. ^ "Drake Opens Up To Host Elliott Wilson In Latest Episode Of "CRWN"". NewYorkTrend. 2013-09-26. Retrieved 2015-03-02.
  12. ^ "CRWN X MySpace Bonus Cuts: Macklemore On The Sophomore Jinx". Allhiphop. 2010-09-24. Retrieved 2013-05-02.
  13. ^ "CRWN @ SXSW: A Conversation with Big Sean & Elliott Wilson". NUE Agency. 2015-03-09. Retrieved 2015-03-20.
  14. ^ "CRWN @ SXSW: A Conversation with Lil Wayne and Elliott Wilson". Videoink. 2014-03-10. Retrieved 2014-04-01.
  15. ^ "R. Kelly Talks Lady Gaga Collabo & 'Black Panties' Album In CRWN Series: Watch". Billboard=2013-12-16. Retrieved 2015-03-02.
  16. ^ "#CRWN: Rick Ross". DefJam. 2014-03-07. Retrieved 2015-01-02.
  17. ^ "20 Things We've Learned From Rick Ross' CRWN Interview". Vibe. 2014-03-06. Retrieved 2014-05-10.
  18. ^ "Nicki Minaj Talks Her Creative Process, Lil Wayne Wanting to Leave Cash Money, and More On CRWN With Elliott Wilson". Complex. 2014-12-19. Retrieved 2015-01-06.
  19. ^ "CRWN Presented by Foot Action, a Conversation with ELLIOTT WILSON and T.I." Moveforwardmusic. 2014-10-25. Retrieved 2015-03-06.
  20. ^ "Kesha Launched a Colorful Makeup Line". Beauty Packing. Beauty Packing. Retrieved June 16, 2020.
  21. ^ "Luc Belaire Teams Up with Rae Sremmurd for a New Global Partnership". Deli Market News. Deli Market News. Retrieved June 16, 2020.
  22. ^ "GRYFFIN TALKS PARTNERSHIP WITH GE IN AN IEDM EXCLUSIVE INTERVIEW". iEDM. iEDM. Retrieved June 16, 2020.
  23. ^ "Sneakerheads Go to the Ends of the Earth for Footlocker's 'Week of Greatness'". Little Black Book. Little Black Book. Retrieved June 16, 2020.
  24. ^ "Is this the coolest job on campus? Become a Spotify Student Brand Manager". The Tab. The Tab. Retrieved June 16, 2020.
  25. ^ "Concert series offers NYC's subway performers a global audience". Metro US. Metro. Retrieved June 16, 2020.
  26. ^ "Play to Stay: Sour Patch Kids Opens Brooklyn House for Touring Bands". AdvertisingAge. 2014-11-03. Retrieved 2015-11-03.
  27. ^ "The Patch". Sour Patch Kids.
  28. ^ "Patch Pics". Sour Patch Kids. Retrieved 2015-11-03.
  29. ^ "Candy Brand Sour Patch Kids Providing a Free Home-Away-From Home for Emerging Artists". Billboard. 2015-08-03. Retrieved 2015-11-03.
  30. ^ "Conrad Sewell on Mimicking Michael Jackson and Touching People With His Music". Billboard. 2015-08-26.
  31. ^ "Inside Sour Patch Kids' Brooklyn Crash Pad for Indie Bands". Vulture. 2015-02-25. Retrieved 2015-11-03.
  32. ^ "Sour Patch Kids The Patch". Clio Awards 2015. Retrieved 2015-11-03.
  33. ^ "Raury's Slice of 'Heaven'". Billboard. Billboard. Retrieved June 24, 2020.
  34. ^ "This Stride Gum US Campaign from W+K London is Seriously 'Mad Intense'". Little Black Book. Little Black Book. Retrieved June 16, 2020.

Official website

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