How Adobe Uses Music’s Biggest Names to Turn Fans Into Creators

Campaigns with Lady Gaga, Billie Eilish, Marshmello drive results

Lady Gaga asked fans to interpret her new album, Chromatica, using Adobe's creative tools. Adobe
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Since the pandemic began in March, Adobe has engaged with established fans and customers from home through methods such as a virtual flagship conference and a remote film festival. But one marketing strategy the software company hasn’t had to pivot dramatically involves its partnerships with high-profile musicians, which the brand continues to invest in to reach a younger generation of creatives. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.