Commentary

Tena Clark Talking Authenticity

Kicking off OMMA’s Email Insider Summit with a big message, music industry legend Tena Clark is preaching the virtues authenticity. “If you’re not being authentic, [audiences] know it,” said Clark, who -- having written and produced hits for Patti LaBelle, LeAnn Rimes, and Aretha Franklin -- knows a thing or two about authenticity…. and branding. In fact, Clark spent the early part of her career in the production house of Leo Burnett. Realigning with Madison Ave., Clark founded DMI Music & Media Solutions in 1997 to, as she puts it, preach the importance of sound as a branding element. The company just launched a new service that delivers curated music to consumers via email. So far, the open rates and click through rates have been astounding, according to Clark.

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