fuel your growth
Innovation | Strategy | Revenue | Marketing | Partnerships | New Business
GrooveGuild, Sonic Lens, & Crossfade Form Sonic Branding Collective
Crossfade, GrooveGuild, and Sonic Lens Agency have formed a collective to deliver value to brands & agency partners using advanced music intelligence to deliver our unique identity and branding system. More information here at https://www.grooveguildsonicbranding.com/
Authentic connectivity with expertise, experience, empathy, execution
We live up to our promises and make a positive impact on your business.
Our happy clients tend to be in one of these three categories:
We function like the C-suite for hire that you can't yet afford (and our job is to help you fire us as soon as possible)
We quickly help you craft the best approach towards securing new business partnerships. Data-driven insights lead to actionable strategy and positive execution.
You want to optimize your output and make more money with your content and overall digital strategy.
We see tons of deal flow from innovative entrepreneurs. We are connected to big media, big brand, and big agency.
We've been on all sides of the negotiating table from major labels to indies, startups to global enterprise. Brands and agencies of all sizes.
Brands & Media Companies
Nothing engages your audience more than new technologies and pop culture experiences. The challenge is that navigating talent, tech, content, and rights issues is often a nasty gnarly headache.
We're obsessed with curating great talent, content, and the right tech to support the activation that lights up your audience
What We Do
Demand Generation, Marketing, New Business Partnerships, Sales, Content Licensing, Paid Media Optimization,
Global Business & Partner Development
Strategy + Activation
Revenue Growth, Marketing, Strategic Partnerships
We have unique access to top decision makers in media, tech, brand, venture capitol, and beyond. That said, it's never enough to just have access. Our team's experience and expertise helps shortcut the process via smart discovery and by crafting the right go to market approach towards closing more high quality deals.
New Business Development
We have access. We have expertise.
We've negotiated software, content, talent deals, partnerships, sponsorships, and licenses with the world's biggest & best known companies in music, media, culture, streaming entertainment and beyond.
Strategy + Innovation + Activation
Everyone is looking to grow their business ....but often companies feel stuck and uncertain how to pivot. We help you find your muse and get your mojo workin'. We excel at creative brainstorms within a business growth framework.
We adjust our process to fit the team we are working with in order to help you assess your strengths, identify the white space for growth, setup a framework for positive innovation, and then help you take it successfully to market.
".... a founder's best friend. His ability to add value to any startup is matched only by his generosity of spirit. Aside from being a talented connector/advisor/domain expert, Jon is a remarkable human being. If he is willing to join your team, don't think about it. Just turn to whatever god you believe in and thank him for sending Jon your way. "
from the founder and CEO of Boatyard.com
Jon was a critical advisor/investor to CrowdAlbum and to me as CEO including:
- crafting overall business strategy
- building empathy for our core clients (artists and their teams)
- building our user (artists, etc.)
- corporate development strategy and deals (fundraising, M&A, etc.)
I really enjoyed working with JV and think any company that can get him involved is extremely lucky."
from the founder and CEO of CrowdAlbum (acquired by Spotify)
Head of Twitch Music
"I am fortunate enough to experience first hand the exceptional caliber. Extremely strategic, highly and deeply connected across the media and entertainment industry, nothing validates my recommendation like meeting people that know Jon for longer than I do. Jon has exceptional drive and always meticulously align strategy with people and organizations we meet. Jon is the type of guy that forces you to become better every day by being a powerful role model."
from the former head of sales at Radian6 and Affinio
The Crossfade Crew
Crossfade Partners is an exceptional grouping of entrepreneurs, company builders, team builders, mentors, and connectors with real access and true expertise. We’re committed to driving value to our partners first.
We believe that data-driven insights lead to killer strategy, and smart strategy enables remarkable, executable, sustainable growth plans when you go to market.
We understand the value in both sizzle and steak, the show & the business. In balance and target focus.
Here are a few of the partners we've done deals with:
Google | You Tube | Samsung | Apple | Spotify | Amazon | Verizon | Twitter | Facebook | AT&T | Adobe | Pandora | Universal Music | Sony Music | Warner Music | Kobalt Music | Pepsi Co | Mastercard | Lionsgate | R/GA | Sprite | Absolut | ABInbev | LiveNation | AEG | RocNation | CBSi | Hearst | CondeNast | General Motors | Mastercard | R/GA | McCann | Frukt | Cadillac | Emmis | Marine Max |
Jon Vanhala - CXO/Founder
JV is a tenacious, creative coalition builder & strategist who seeks and finds the best ways to get to market, light up your targets, and close more deals. A natural connector, coach/player, leader/wingman. He's equal parts data driven and creativity driven. Jon's been head of digital for the largest record label on the planet, and has helped the earliest of early stage startups. He grew up a performing musician, spending 20k+ hours practicing, rehearsing and drilling on improvisation within a framework. He sits on the Board of Affinio & Boatyard.com, the Board Of Trustees at Museum Of Pop Culture, advisor and angel to multiple startups including Boatyard.com, Strobelabs (Acquired by Ticketmaster) and Crowdalbum (acquired by Spotify), indie.ninja, and many others
Currently focused on quality music (always), consumer insights, segmentation, marketing automation, content management & metadata, more.
Partners & Advisors
Bill Campbell: Global Business Development, Licensing, Negotiations (NYC) (Universal Music, Sony Music, too many startups to list)
Erin Yasgar: Digital Media Buying and Planning, Brand Strategy (Los Angeles)
Al Risi & Paul Riggio at Groove Guild: Elite expertise in Music Creative for Brands: Music Supervision, Original Music, and Sync Licensing for Brands and Agencies
Marco Vitalli Sonic Lens Agency: Building build brand love
through music and sound. Elite expertise in Sonic Branding
Client & Partner Highlights:
impact + uplift = #clienthappiness
We connect our clients to the biggest industry names on the planet
multiple clients In Stealth Mode - we help them with go to market strategy, licensing, fundraising
delivering a new asset class for the creator economy and the clipaverse
Digital collectibles and NFTS on the FLOW Blockchain
Music, TV, Film Clips for The Clipaverse
Predictive Analytics and Decision Science
Data-driven Music Gaming
Universal Music Group
One of UMG's labels needed to refresh their digital strategy and we helped with best practices across streaming, programmatic, content, social, more
crossfade partners has worked with this client from the very beginning - and we’re happy to be their partner throughout their journey. Together, we have achieved outstanding results, and it has been a pleasure to watch their business grow.
Media play targeting music passionate adults
One of the world's premier music composition and supervision companies for advertising music
JV was among first investors in, Board Director and proactive advisor to CEO. Acquired by Marine Max Feb 2020
Early-stage startup matchmaking independent contractor resources to the music industry
Advanced Data Scientists and business operators with cutting edge product, performance marketing analytics, simulations
Silver Lake Digital
Extreme expertise in efficient media buying in the modern age. Additional services include brand development, creative, and more
A command center for today’s content producers. Manage, maximize, and make your content work for you with Starchive. 1/20th the cost of the closest competition.
Where Hip Hop Lives
We helped Emmis with strategic partnerships and digital strategy
Digital Art Battles for today's digital artists
We helped Emmis with strategic partnerships and digital strategy
After many years in the industry, Tinto asked us to consult them on how to transition their business into a new market. Check Tinto out online to see our success!
Museum Of Pop Culture
MoPOP was founded as Experience Music Project by the late MS CoFounder Paul Allen. JV has been on Board Of Trustees since 2016
Unique cloud-based algorithmic energy efficiencies for venue operators, building managers, more
Israeli VR platform developing unique content and channels
An impact investment and hospitality provider luxury eco-travel. We help the team connect with investors of substance to execute big plans for future growth
interactive videos help brands and venues tell more compelling stories and generate uplift in critical KPIs and revenue
Multiple partnerships struck with SME and rising technology partners
Music, Sports, Apparel Transmedia Company
Sonic Data Transfer
Multiple deals created for emerging technology companies. A great partner to work with
We helped craft digital marketing strategy for one of the world's most iconic record label groups
A great partner to work with for especially emerging tech with tangible value
Def Jam Recordings
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Hot 97 (Where Hip Hop Lives)
crossfade partners has consulted Odea from the very beginning — and we’re happy to be partners for many years to come! We’re never one and done, and always keep tabs with our clients.
Hera approached us for consultation on how to transition from a small, local business to a regional business. Learn more about Hera and how they’re making huge strides in the industry.
Music Startup Academy
After many years in the industry, Pereo asked us to consult them on how to transition their business into a new market. Check Pereo out online to see our success!
After many years in the industry, Hera asked us to consult them on how to transition their business into a new market. Check Hera out online to see our success!
Music Biz Association
crossfade partners has consulted Dapco from the very beginning — and we’re happy to be partners for many years to come! We’re never one and done, and always keep tabs with our clients.
evolution | change | innovation
Why Crossfade ?
A Crossfader is a transition tool used in film, tv, and music production. Used as a verb (used with object), cross-faded, cross-fading.
1. to fade out (an image or sound) while simultaneously fading in a different image or sound.
2. a transition from today's status quo to a better new and better tomorrow.
At Crossfade Partners, we love disruptors and disrupting, yet understand that positive change at a large scale is often more about tenacious evolution than instant revolution.