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The Madden Brothers on Veeps and Artists as Global Brands

02.04.25

Joel and Benji Madden are no strangers to creating anthem(s) that resonate with millions of loyal fans around the world. Today, they’re channeling that same passion and creativity into their entrepreneurial ventures like Veeps, a streaming service dedicated to live music and artist content; MDDN, their artist management agency; and their newest project, Artist Friendly Media.

At the IAB ALM Conference in Palm Springs, CA, the brothers joined IAB CEO David Cohen to discuss why artists are natural-born entrepreneurs, how marketers can build lasting connections with fans, and what the future of music looks like in an increasingly digital world. Here are five takeaways from their conversation.

As the world becomes more digital each year, music will continue to be one of our top resources, and we’ll only see how we connect with it grow. A world without music would be a lot less interesting.
Joel Madden

1. Artists Are Natural Brand Builders

Artists today aren’t just performers—they’re powerful, global brands. By mastering connection and marketing, they’re cultivating massive, fiercely loyal audiences brands dream of. It’s no longer just about releasing music; it’s about creating an identity and a world for fandoms to connect and thrive. This is what makes artists some of the most intuitive, natural-born entrepreneurs.

2. Authenticity Over Reach

The size of your audience doesn’t guarantee impact—what truly matters is the depth of your connection. Fans are drawn to artists (and brands) that feel genuine and align with their values. Long-term success comes from creating something authentic and meaningful – putting the art or brand vision first – where genuine relationships build lasting loyalty.

Keep it special. We put a wall around the art before we approach the commercial side of business.
Benji Madden

3. Fuel Fan Engagement

It’s not always the biggest fandom that drives success—it’s the most engaged one, and artists bring their audiences with them to their partnerships. Whether through streaming, VIP experiences, or social platforms, brands that align with these artists and their deeply connected fandoms can unlock opportunities for engagement that go beyond traditional marketing. 

4. Find Your Niche

Gone are the days of trying to appeal to everyone. Instead, artists are finding success by building communities centered around their unique vision and sound. It’s about digging deeper into subcultures and creating spaces where fans feel truly understood and valued. 

"It’s about getting your community right, and building partnerships that align with that vision."
Benji and Joel Madden

5. The Future Is Live

While digital innovation transforms music, live music remains the ultimate moment of connection between artists and fans. It’s where emotions run highest, memories are made, and fans feel deeply connected to the music and each other. Now, brands have more opportunities than ever to be part of these moments—both in person and digitally—creating meaningful, authentic connections that last far beyond the show.

Ready to stream the latest live music performances and must-see comedy sets? Head over to Veeps to experience it all.

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