Cornerstone is a

New York New York most commonly refers to: * New York City, the most populous city in the United States, located in the state of New York * New York (state), a state in the northeastern United States New York may also refer to: Film and television * '' ...

-based creative lifestyle marketing and

public relations Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. P ...

agency Agency may refer to: Organizations * Institution, governmental or others ** Advertising agency or marketing agency, a service business dedicated to creating, planning and handling advertising for its clients ** Employment agency, a business that ...

with offices in

New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...

Los Angeles Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world' ...

, and

London London is the capital and largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary down to the North Sea, and has been a majo ...

. It is helmed by co-CEOs Rob Stone and Jon Cohen. The company employs approximately 100 professionals worldwide, in addition to a network of

field marketing Field marketing is a method of direct marketing that involves people distributing, auditing, selling or sampling promotions in the "field". Field marketing is historically thought of as a one-way communication tool. The brand's message is delive ...

representatives throughout the

United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territorie ...

History

In June 1996, Rob Stone left a major record label to create Cornerstone, a

Manhattan Manhattan (), known regionally as the City, is the most densely populated and geographically smallest of the five boroughs of New York City. The borough is also coextensive with New York County, one of the original counties of the U.S. state ...

-based music promotion firm that worked primarily with record labels to promote their artists. After being joined by business partner and co-CEO Jon Cohen in 1997, the firm began to expand into a marketing and creative agency that integrated ip music names in corporate branding campaigns. Stone and Cohen also founded ''

The FADER ''The Fader'' (stylized as ''FADER'') is a magazine based in New York City that was launched in 1999 by Rob Stone and Jon Cohen. The magazine covers music, style and culture. It was the first print publication to be released on iTunes. It is o ...

'', a music publication, in 1998.

Practices

In addition to strategic lifestyle marketing and creative services, the agency's practice areas include

digital marketing Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development duri ...

radio promotion Radio promotion is the division of a record company which is charged with placing songs on the radio. They maintain relationships with program directors at radio stations and attempt to persuade them to play singles to promote the sale of recordi ...

, brand consulting, music supervision and Cornerstone Public Relations, a full-service PR firm.

Notable campaigns

Grammy award-nominated track “Better Than I’ve Ever Been” was commissioned by sportswear company

Nike Nike often refers to: * Nike (mythology), a Greek goddess who personifies victory * Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment Nike may also refer to: People * Nike (name), a surname and feminine given ...

to celebrate the 25th anniversary of Air Force One shoes. Cornerstone executive produced the song, secured Kanye West, Nas, KRS-One and Rakim to collaborate, and oversaw production with Rick Rubin. The track was nominated for the Grammy Award for "Best Rap Performance by a Duo or Group."

My Drive Thru "My Drive Thru" is a collaborative single by The Strokes lead vocalist Julian Casablancas, American singer-songwriter Santigold, and The Neptunes producer and N.E.R.D member Pharrell Williams. The song was created for Converse's centennial and ...

was a collaborative single by

The Strokes The Strokes are an American rock band from New York City. Formed in 1998, the band is composed of lead singer and songwriter Julian Casablancas, guitarists Nick Valensi and Albert Hammond Jr., bassist Nikolai Fraiture, and drummer Fabrizio More ...

lead vocalist

Julian Casablancas Julian Fernando Casablancas (born August 23, 1978) is an American singer, musician and songwriter, best known as the lead vocalist and primary songwriter of Rock music, rock band The Strokes, with whom he has released six studio albums since the ...

America The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territorie ...

n singer-songwriter

Santigold Santi White (born September 25, 1976), known professionally as Santigold (formerly Santogold), is an American singer, songwriter and record producer. '' Billboard'' presented her in 2022, saying: "Spanning punk rock, hip-hop, and dance music, S ...

, and

The Neptunes The Neptunes are an American songwriting and production duo composed of Pharrell Williams and Chad Hugo, formed in Virginia Beach, Virginia, in 1992. Williams often provides additional vocals on records and appears in the duo's music videos, ...

producer and

N.E.R.D N.E.R.D. (stylized as N⋆E⋆R⋆D and N.E.R.D, a backronym of No-one Ever Really Dies) is an American hip hop and rock band, formed in Virginia Beach, Virginia, in 1999. Pharrell Williams and Chad Hugo were signed by Teddy Riley (producer), Ted ...

member

Pharrell Williams Pharrell Lanscilo Williams (; born April 5, 1973) is an American record producer, rapper, singer, and songwriter. Alongside close colleague Chad Hugo, he formed the hip hop and R&B production duo the Neptunes in the early 1990s, with whom he ...

. The song was created for Converse's centennial and was released in June 2008. Green Label Sound produces and promotes tracks for notable young artists including

Neon Indian Neon Indian is an American electronic music band from Denton, Texas. The music is composed by Mexican-born Alan Palomo (born July 24, 1988), who is also known for his work with the band Ghosthustler, and as the solo artist VEGA. The project has b ...

, Chromeo and

Freelance Whales Freelance Whales was an American indie rock band which formed in Queens, New York, United States, in 2008. The band consists of frontman Judah Dadone and bandmates Chuck Criss, Jacob Hyman and Kevin Read. History 2008–2011: Formation and deb ...

. The label is managed by Cornerstone on behalf of soft-drink brand

Mountain Dew Mountain Dew, stylized as Mtn Dew, is a carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in 1940 by Tennessee beverage bottlers Barney and Ally Hartman. A revised formula was created by Bill Brid ...

. In late 2010, Pepsi's chief engagement officer hired Cornerstone to do the creative on the brand's campaign, Pepsi MAX NFL Audible, due to the firm's history of creating successful urban marketing campaigns. TV spots aired during January 2011 NFL playoff games and online, featuring rappers

Big Boi Antwan André Patton (born February 1, 1975), better known by his stage name Big Boi, is an American rapper, songwriter, record producer and actor. He is best known for being a member of the southern hip hop duo Outkast alongside André 3000. ...

Lupe Fiasco Wasalu Muhammad Jaco (born February 16, 1982), better known by his stage name Lupe Fiasco ( ), is an American rapper, singer, record producer, and entrepreneur. He rose to fame in 2006 following the success of his debut album, ''Lupe Fiasco's ...

, B.o.B and

Talib Kweli Talib Kweli Greene (; born October 3, 1975) is an American rapper. He earned recognition early on through his collaboration with fellow Brooklyn rapper Mos Def in 1997, when they formed the group Black Star. Kweli's musical career continued with ...

. Cornerstone began construction on Rubber Tracks, a free recording studio managed by Cornerstone and operated by

Converse Converse may refer to: Mathematics and logic * Converse (logic), the result of reversing the two parts of a definite or implicational statement ** Converse implication, the converse of a material implication ** Converse nonimplication, a logical c ...

in Brooklyn, NY, in 2010. The space is open for free use to artists in the area. Cornerstone was also known for its monthly
Cornerstone Mixtape
series, which featured new music from their label clients and were mixed by the top DJ's in the music industry (known as the 1200 Squad). Some of the featured DJ's included

DJ Premier Christopher Edward Martin (born March 21, 1966), known professionally as DJ Premier (also known as Preemo), is an American record producer and DJ. He is considered one of the greatest hip hop producers of all time. He was half of the hip hop duo ...

Mark Ronson Mark Daniel Ronson (born 4 September 1975) is a British-American DJ, songwriter, record producer, and record executive. He is best known for his collaborations with artists such as Duran Duran, Amy Winehouse, Adele, Lady Gaga, Lily Allen, Robbi ...

Green Lantern Green Lantern is the name of several superheroes appearing in American comic books published by DC Comics. They fight evil with the aid of rings that grant them a variety of extraordinary powers, all of which come from imagination, fearlessness, ...

Tony Touch Joseph Anthony Hernandez (born July 2, 1969), professionally known as Tony Touch, is an American hip hop break dancer, rapper, record producer and DJ of Puerto Rican descent. Career Tony Touch began as a B-boy during the rap music renaissance ...

and

DJ Khaled Khaled Mohammed Khaled (born November 26, 1975), known professionally as DJ Khaled, is an American DJ, record executive, record producer and rapper. Khaled first gained recognition as a radio host in the 1990s on the radio station WEDR, 99 Ja ...

. The mixtape was distributed to a select group of radio programmers, music directors, DJs, media and influencers.

References

External links

* {{DEFAULTSORT:Cornerstone (Agency) Advertising agencies of the United States Public relations companies of the United States Companies based in New York City