Tim Rosta: From LifeBeat to MTV's Marketing Maestro

In this engaging conversation, Tim Rosta shares his journey through the music industry, from his early days with LifeBeat, an organization dedicated to AIDS awareness, to his influential role at MTV as SVP of Integrated Marketing. He discusses the nostalgia surrounding music festivals, the challenges of securing sponsorships, and the importance of building relationships with artists. Tim reflects on memorable concerts, the evolution of integrated marketing, and the creative solutions his team developed to navigate the advertising landscape. He also touches on his experiences with the Kardashians at E! and the legacy of LifeBeat in continuing the fight against AIDS awareness.

Chapters

00:00 Nostalgia in Music: The Comeback of 90s Bands

03:08 Tim Rosta: Journey from LifeBeat to MTV

05:54 LifeBeat's Impact on the Music Industry

08:19 Navigating Relationships: MTV and LifeBeat

11:21 The Power of Celebrity in Advocacy

14:03 Integrated Marketing at MTV: A New Era

16:48 Creative Solutions for Brand Partnerships

19:19 Challenges in Live Events and Sponsorships

22:10 Spotting Talent: The Rise of Rihanna

25:12 Adapting to Change: Quick Thinking in Live Shows

30:37 Nostalgic Concert Memories

32:04 Current Musical Influences

33:24 The Evolution of Live Music Experiences

33:32 Memorable MTV Swag and Memorabilia

34:50 Iconic Music Videos and Their Impact

36:21 Creative Marketing Challenges at MTV

41:30 Reflections on the VMAs and Integrated Marketing

44:03 Experiences at E! and Working with the Kardashians

48:20 Transitioning from MTV to OWN

50:25 The Evolution of the Oprah Winfrey Network

52:29 Favorite NYC Music Venues and Their Legacy