Partnerships
Connect your brand to culture through a partnership built around your commercial ambition.
- Brand partnerships & sponsorship
- Entertainment marketing
- Integrated commercial solutions
FOR BRANDS
Brand partnerships.
Talent & IP.
Brand partnerships, talent matching, endorsements, sponsorship and entertainment IP licensing, shaped around your audience and commercial objectives.
Start a PartnershipBuilt by marketers.
Matched on culture.
We start with your brand and find the artist or IP that fits. Audience overlap, fan sentiment, and trend signals help us understand the connection between culture and your market.
Our founders have built brands and commercial partnerships from the inside. That experience, together with cultural judgment and access, shapes how we design and deliver each opportunity.
3 WAYS TO WORK WITH US
Culture has power.
We put it to work.
Partnerships. Intellectual properties. Talent.
One connected commercial approach.
Intellectual Properties
Turn entertainment IP into new experiences, products, and commercial opportunities.
- IP acquisition & commercialization
- Licensing, live & branded entertainment
- Go-to-market partnerships
Talent
Connect artists with brands, audiences, and opportunities that fit their identity.
- Artist & talent representation
- Endorsements & brand collaborations
- Regional opportunities
PARTNERSHIPS IN PRACTICE
Find your format.
Start with the objective.
Build the right partnership around it.
01 / DARABrand Ambassadorships
A lasting presence that shares your values and grows with your story.
02 / DARACampaigns & Endorsements
Fresh perspectives and distinctive content for the conversations that matter.
03 / DARALive & Experiences
Sponsorship, live performances, and branded entertainment that connect your brand with relevant audiences.
04 / DARACreative & IP Partnerships
IP acquisition, licensing, commercialization, and go-to-market partnerships built around the right property.
COLLECTIVE TRACK RECORD
Culture, put
to work.
Selected partnerships from our founders’ experience across previous roles.
Sponsorship, artist collaborations, music licensing, branded content, and regional entertainment experiences.
01 / Premium sponsorship
AIA × Coldplay
One Policy One Tree
AIA Vitality partnered with Coldplay’s Music of the Spheres concert in Jakarta in November 2023. “One Policy One Tree” connected the sponsorship with sustainability.
Explore the partnership
Challenge
Make a low-interest insurance category part of a meaningful fan moment.
Idea
AIA Vitality partnered with Coldplay’s Music of the Spheres concert in Jakarta in November 2023. “One Policy One Tree” connected the sponsorship with sustainability.
The partnership
The partnership linked a clear campaign purpose with the concert experience, supported by digital and PR content.
Outcome
Connected a major music moment with AIA’s campaign and policy-sales ambition.
02 / Artist & theme song collaboration
McDonald’s × GAC
The Big Mac Song Challenge
Gamaliel, Audrey, and Cantika invited fans to make the Big Mac Song their own, with a chance to feature in the “It’s a Big Day” campaign music video.
Explore the partnership
Challenge
Bring music rights, talent, content, and audience participation into one campaign.
Idea
Gamaliel, Audrey, and Cantika invited fans to make the Big Mac Song their own, with a chance to feature in the “It’s a Big Day” campaign music video.
The partnership
An integrated partnership brought together sync licensing, talent engagement, a photo shoot, digital participation, live performances, and on-ground activation.
Outcome
A three-month tactical campaign generated approximately US$281,000 in partnership revenue for Sony Music.
03 / Brand ambassadorship
Make Over × NIKI
Get Glazed with NIKI
NIKI joined Make Over as its Muse for #GetGlazedWithNiki, linking her expressive style with the product and NIKI-inspired packaging.
Explore the partnership
Challenge
Help Powerstay Glazed Lock Lip Pigment stand out and connect with young beauty consumers.
Idea
NIKI joined Make Over as its Muse for #GetGlazedWithNiki, linking her expressive style with the product and NIKI-inspired packaging.
The partnership
The collaboration connected artist storytelling, beauty content, and a retail product through one campaign idea.
Outcome
Turned an artist’s identity into a shoppable beauty collaboration and connected the brand with music culture.
04 / Brand ambassadorship
AirAsia × Gamaliel
Bahagia Bersama
Gamaliel’s original song “Bahagia Bersama” became a soundtrack for the joy of travel.
Explore the partnership
Challenge
Connect an ambassador partnership, original songwriting, commercial usage, and onboard playback.
Idea
Gamaliel’s original song “Bahagia Bersama” became a soundtrack for the joy of travel.
The partnership
The collaboration brought together an ambassador role, a theme song, a commercial soundtrack, and a standalone single release.
Outcome
Featured in AirAsia’s campaign and onboard its aircraft, the song reached passengers beyond the artist’s existing fanbase.
05 / Strategic product placement
AIA × HONNE & NIKI
Coming Home
AIA featured in HONNE and NIKI’s “COMING HOME” music video through a brand placement.
Explore the partnership
Challenge
Give an insurance brand visibility within artist-led entertainment.
Idea
AIA featured in HONNE and NIKI’s “COMING HOME” music video through a brand placement.
The partnership
The integration placed AIA within a music story featuring international artists and content audiences could return to after release.
Outcome
The music video reached more than 10 million views, extending brand exposure beyond a single campaign moment.
06 / Commercial content
OPPO × Cinta Laura
Cloud 9
Integrate the product into the artist’s “Cloud 9” official dance video, combining performance with deliberate brand visibility.
Explore the partnership
Challenge
Create an OPPO Reno4 campaign featuring Cinta Laura without a separate commercial shoot.
Idea
Integrate the product into the artist’s “Cloud 9” official dance video, combining performance with deliberate brand visibility.
The partnership
Product placement and OPPO Reno4 branding were built into the video’s creative execution.
Outcome
One shared production served the artist’s release and the brand’s campaign, bringing product visibility and music support together.
07 / Regional IP collaboration
Ardhito Pramono & Friends
#HappyConcert
Ardhito Pramono joined Singapore’s Benjamin Kheng and the Philippines’ Ben&Ben for “…From His Backyard, Online #HappyConcert.”
Explore the partnership
Challenge
Create a paid online music experience while physical concerts were on hold in 2020.
Idea
Ardhito Pramono joined Singapore’s Benjamin Kheng and the Philippines’ Ben&Ben for “…From His Backyard, Online #HappyConcert.”
The partnership
Artist programming, platform collaboration, sponsorship, and promotion came together with Sony Music and LOKET, supported by GoTix and Cornetto.
Outcome
The event sold 3,000+ tickets, with virtual meet-and-greet tickets selling out.
HOW WE WORK
Senior attention.
From idea to revenue.
Five connected stages.
A clear commercial objective throughout.
- 01
Identify
Define the opportunity, audience, and commercial objective.
- 02
Design
Shape the partnership model, talent or IP, and value exchange.
- 03
Connect
Bring together decision-makers, rights owners, and the right ecosystem.
- 04
Close
Align commercial negotiations and the deal structure.
- 05
Deliver
Oversee activation and measure the impact.
Plan your brand
partnership.
What should I include in a brand partnership brief?
Start with your brand, target audience and commercial objective. Include the talent qualities or IP you have in mind, preferred format, scope, timeline and indicative budget. These details help frame the first conversation.
Can we explore entertainment IP licensing?
DARA explores music and character IP licensing, branded entertainment and go-to-market partnerships. The relevant rights owners, rights, usage and commercial scope need to be considered for each brief.
How should I read the selected work?
Selected partnerships describe the founders’ collective career experience across previous roles. They are not a current DARA client list or talent representation roster.
THE NEXT CONNECTION COULD BE YOURS
Give your story
a new dimension.
Bring the idea. We’ll explore where it can go.