In this discussion, Alexandra Koshy shares her expertise as a creative partnerships manager with nearly a decade in the music industry. She tackles the booming synergy between music tech companies and content creators on platforms like TikTok and YouTube. Alexandra emphasizes the importance of authenticity over transactional relationships, sheds light on common pitfalls brands face, and discusses effective strategies for driving sales through influencer marketing. Additionally, she advocates for building strong creator-brand connections to resonate better with audiences.