Joe Belliotti Appointed as CEO of MassiveMusic North America

MassiveMusic announced today the appointment of Joe Belliotti, former head of global music at The Coca-Cola Company, as CEO of MassiveMusic North America. The leading global creative music agency, which helps the world’s most renowned brands become more strategic and effective with the emotional power of music and sound, gains a highly-skilled music industry and marketing leader. 

The hire of Joe comes after the recent acquisition of MassiveMusic by Songtradr, the largest B2B music licensing platform in the world. The deal, which has had MassiveMusic leading Songtradr’s B2B Music Services division since June 2021, brought together state-of-the-art music licensing technologies with best-in-class creation of bespoke music and strategy for brands and agencies. 

With more than 20 years of experience helping brands drive business value and shape culture, Joe will further strengthen MassiveMusic’s leadership team. The music agency of record also looks to tap into the growing demand of US brands that want to stand out in the current crowded marketplace. 

Joe has vast experience in architecting and leading global scalable strategies, partnerships and initiatives. During his time at The Coca-Cola Company, he was responsible for working on global campaigns including the FIFA World Cup, the Olympic Games, Share a Coke and a Song, Product (RED) and the American Music Awards.

While leading both the New York and the Los Angeles offices, Joe will be focusing on maximising MassiveMusic’s potential in North America. Together with his team, he will support and partner with brands by:

• Amplifying brand content and experiences through bespoke music
• Driving brand strategies through music partnerships
• Building equity through sonic branding and voice design
• Providing global music licensing services 

Speaking of his appointment, Joe Belliotti, now CEO of MassiveMusic North America, says: “Brands today see that having a data-informed strategic approach to music and sound gives them a competitive advantage in building relationships with audiences, driving business and shaping culture – and rightly so. There is no other music agency in the world like MassiveMusic: I first saw their unique offering, reach and expertise while in my role at Coca-Cola. That’s why I am beyond excited to lead a team of undeniably talented music experts and brand builders. Our ultimate goal is to continue to simplify the complexities of music and sound for CMOs, brand teams and their agency partners, and help them create impact.”

Hans Brouwer, CEO and founder of MassiveMusic, adds: “MassiveMusic’s growth has been driven by our mission to help brands and agencies elevate their stories through the power of music and sound but, most importantly, by the employees themselves. Call me biased but I’ve never seen such a committed group of people. With Joe Belliotti now officially on board as CEO of MassiveMusic North America, I am confident that we will continue to expand our track record as the leading music and sound partner for the world’s most innovative and iconic brands and agencies.”

Throughout his impressive career, Joe has worked with hundreds of artists, from emerging talent to renowned music icons such as Queen, Drake and Janelle Monae to name a few. He has also been recognised by Billboard magazine multiple times on the ‘Power 100’ and ‘Branding Power Players’ lists, respectively the most influential people in music and branding. Most recently, he co-founded The Music Division, an outsourced music department working with emerging and established brands. 

Since 2000, MassiveMusic has been developing a strong, international footprint with seven offices around the world – with MassiveMusic New York opening in 2005 and Los Angeles opening in 2008 – supporting each other in an open and collaborative way. 

MassiveMusic continues its plan for international growth by expanding its team and partnering with additional brands in the US, after working for brands such as Apple, Colgate, Oreo, Dr Pepper, Visible, Nike and Heineken.