The music business is always evolving. The perception of artist/brand partnerships has shifted from selling out to being en vogue. Some of the most successful stories in music over the past decade have been Beats by Dre and Rihanna and Fenty. Now, we see the artist landscape changing once again, as artists are creating their brands and owning them outright.  The future will feature more artists owning their IP, owning their masters, and owning brands. It’s no longer about endorsements; it's about deeper ownership and using music’s reach to launch a brand.