Breaking through the noise: winning hearts, minds and wallets at a “multi-stage Gen Z paradise”
Live music is where young people celebrate and express themselves, inspiring more and more brands to invest in the category. While festivals are a popular solution for live-music marketing, independent venues like Elsewhere — Brooklyn’s “multi-stage Gen Z paradise” — offer a unique alternative to capture the playfulness and discovery of a festival with year-round regularity.
Join us for a panel moderated by Elsewhere’s Ben Weiss to learn how three different brands are winning hearts, minds and wallets by elevating the independent music experience for young creatives in the greatest city on Earth.
Ben is the sponsorship director at Elsewhere, a multi-stage music venue supporting up-and-coming artists across genres like electronic, hip-hop, latin & indie. His department helps consumer brands engage hundreds of thousands of guests across 600 ticketed events annually with activations that elevate the fan experience. Prior to Elsewhere, Ben spent most of a decade at ad agencies before leading business development for health-app Breathwrk, where he won the inaugural NBA Launchpad competition. Ben earned a bachelor’s degree from Cornell University, delivering the keynote speech to outgoing graduates from the Department of Communication in 2019, and currently lives in Brooklyn.
James Zinkand is the founder of Misguided Spirits, a rebellious, independent spirits brand born in the dive bars and built for the misfits. With over two decades in the bar and beverage industry, James has worked with global giants and local legends, from launching Eataly’s beer program to traveling the world with Pilsner Urquell.
A former Big Brother fan favorite, globe-trotting adventurer, and lifelong community builder, he blends grit, humor, and hustle into every bottle. Based in NYC, James is on a mission to disrupt the industry, champion bartenders, and build a global brand with a loyal cult following.
Katia Tamer is the Director of Brand and Product Marketing at ZBiotics, where she leads brand strategy, product marketing, and storytelling for the world’s first genetically engineered probiotics. With experience in global marketing at Google and as a former nutrition startup founder, Katia brings a customer-first mindset and a track record of pushing boundaries.
She’s passionate about pioneering new categories, shaping how science-forward products show up in culture, and building campaigns that make innovation meaningful and accessible to consumers everywhere.