Creating Value Through Human Connection: AFA's November Update

AFA's Matthew Reich together with Dave Stewart for "Behind The Song" at Soho House, produced by Artist For Artist®

In today's landscape, the most meaningful brand experiences are built on real human connection: at the intersection of culture, creativity, and community. Carefully crafted moments have the potential to carry more weight than any digital metric. That's why we at Artist For Artist® focus on bringing people together in ways that resonate and create lasting impact.

Here's what we've been up to lately:

Grace Bowers at Impact Summit x Music Education, a high-level convening for the future of music education produced by Artist For Artist®

In Memphis, we worked with Let Music Fill My World and the Tullman Family Office to produce Impact Summit x Music Education. This two-day activation brought together a passionate group of education leaders, artists, philanthropists, and strategic thinkers to explore the future of music in schools. Guests participated in working sessions and shared experiences that included guided tours of Elvis Presley's Graceland home and live performances. Rising star Grace Bowers and Matt Sorum (legendary drummer of Guns n' Roses) provided moments of inspiration that complemented the strategy sessions, grounding the event in both thought and feeling. The result was a fully produced environment designed to foster ideas, strengthen bonds, and move the conversation forward.

"Behind The Song" at Soho House, produced by Artist For Artist®

As part of our ongoing partnership with Soho House, we recently launched the Behind the Song series to celebrate songwriting and storytelling in an intimate setting and provide cultural value for house members. With sessions featuring artists like Linda Perry, Dave Stewart, and OK Go, the series invites members and guests to hear directly from iconic musicians about the inspiration behind their most beloved tracks. The format blends live discussion with performance and creates a space for reflection, curiosity, and connection. Each event brings people together around music’s ability to tell stories and evoke emotion, reinforcing the power of cultural programming as a vehicle for brand alignment.

Across both of these activations, a clear theme emerges. People are hungry for experiences that feel authentic and intentional. They remember moments where the conversation is real, the setting is personal, and the connection feels human. The brand value lies in being present where people are fully engaged.

At AFA, we design programs that create that kind of presence. We build experiences that serve as meaningful entry points for brands into culture and community. Whether it’s a music-focused panel, a curated performance, or a multi-day summit, our goal is always the same: to bring people together around ideas and art, and to make that experience matter.

Want in on the action? Schedule a meeting with us!