Live Nation as Brand Partner
Talk about high-visibility retail: With more than 50,000 concerts and festivals last year, Live Nation events brought in more than 150 million thirsty customers, and concert attendance keeps rising. Now, they’re investing in rising CPG brands.
Anthony Kiedis, co-founder, JOLENE Coffee, is an American rock icon and the lead vocalist of the legendary rock band, the Red Hot Chili Peppers. Kiedis and his bandmates have produced five top-five albums and have sold over sixty million records worldwide since their formation in 1983.
Shane Powers, co-founder of JOLENE Coffee, is an entrepreneur, father and former Survivor contestant. He is passionate about good, quality coffee, believing in its ability to bring people together, and shares a weekly coffee ritual with his longtime friend Anthony Kiedis - the inspiration behind his latest venture, JOLENE Coffee. Shane’s proudest accomplishment is raising his son, Boston, who is now a nationally ranked basketball coach.
Russell Wallach is the President of Live Nation Entertainment’s Global Media & Sponsorship business, leading strategy, growth, and execution for the world’s most impactful brand partnerships in live music. He oversees a team of over 700, connecting brands with 150+ million fans each year across more than 50 countries through Live Nation’s unmatched scale, including 50,000 concerts, 5,000 touring artists, 300+ venues, and 250+ global festivals. Under Russell’s leadership, Live Nation has become the go-to partner for brands looking to drive cultural relevance and deep fan engagement through unforgettable live experiences. He has built award-winning programs for some of the world’s most recognized companies — including Coca-Cola, Mastercard, Citi, Bacardi, PayPal, and 7-Eleven — while also spearheading investment partnerships with emerging brands like Liquid Death, about-face, and JOLENE, helping to scale products that resonate with fans across the live ecosystem. Prior to Live Nation, Russell held leadership roles at Clear Channel Entertainment, SFX Entertainment, and ProServ, where he played a key role in shaping the modern sponsorship landscape — from integrated brand campaigns to landmark stadium and arena naming rights deals. He holds a degree in Sports Management from the University of Massachusetts Amherst.
Jackie Atlas is the Managing Director at Jolene Coffee, where she leads brand and portfolio strategy, go-to-market execution and oversees overall operations. A global brand and innovation leader with over a decade of experience, Jackie has driven growth for some of the world's most iconic consumer brands. Prior to Jolene, Jackie held key roles on global brand teams at leading CPG and F&B companies, including Reckitt and AB Inbev/Zx Ventures, developing deep expertise across the beverage, personal care and wellness categories. Her career has spanned both powerhouse brands and scrappy start-ups, giving her a unique perspective on how to scale with agility and purpose. A passionate builder at heart, Jackie thrives at the intersection of creativity and strategy. After years advising and working alongside early-stage brands, she's now channeling that energy into building Jolene from the ground up, alongside an incredible team of creatives, operators, and partners.
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