Harvey Cohen of Vibee on How Brands and Artists Can Align

Fans know a genuine partnership when they see one

Harvey is president of Vibee, a music-focused destination marketing company that creates global experiences with legendary artists like U2, Dead & Company, Lionel Richie and Tiesto. Prior to Vibee, Harvey was VP of talent at Live Nation Canada.

We spent two minutes with Harvey to learn more about his background, his creative inspirations and recent work he’s admired. 

Harvey, tell us …

Where you grew up, and where you live now.

I was born and raised in Calgary, Alberta, and now live in Las Vegas.

Your earliest musical memory.

Watching my mom make mixtapes from her record collection for the aerobics classes she would teach at the YMCA. The two I recollect the most are Michael Jackson’s “Thriller” and Katrina & The Waves’ self-titled album that features “Walking on Sunshine.”

Your favorite bands/musicians today.

Having the good fortune to spend time in the Caribbean producing events, I have been exploring Soca favorites. The likes of Ronnie Butler, Stevie S and K.B. keep me grooving in the office. My standbys include Rise Against, AC/DC, Above & Beyond, Social Distortion and Public Enemy. But my Canadian pals The Tragically Hip and The Watchmen are never gone for long from my speakers.

One of your favorite projects you’ve ever worked on.

Working on the 40 shows U2 performed to launch Sphere Las Vegas will always be one of the highlights of my career. 

A recent project you’re proud of.

The debut of Vibee Yacht Club this summer in Croatia. We chartered luxury yachts and took our guests on week-long journeys through the Adriatic, mixing the beauty of the islands with days anchored in the most picturesque bays. Guests swam, relaxed and partied. VIP experiences included Lenny Kravitz’s sold-out performance at a historic amphitheater, with a musical journey curated by BPM Festival founder Ralf Madi.   

One thing about how the music world is evolving that you’re excited about.

We are seeing more artists engaging with fans in authentic and intentional ways. In turn, fans are excited to connect with artists on a deeper level.

Someone else’s work, in music or beyond, that you admired lately.

James Dolan and his team at MSG have altered the definition of live entertainment with the opening of Sphere. Investing billions took courage and vision.

A book, movie, TV show or podcast you recently found inspiring.

I recently discovered author Patrick Lencioni, and I’m pretty sure I now own every one of his books. His “business fables” use (fictional) real-world examples to provide guidance and teachings on executive leadership and organizational health. You can picture yourself in the situations he describes and feel engaged until the end.

An artist you admire outside the world of music.

I’ve always found Frank Lloyd Wright to be captivating, particularly his residential work, treating indoor and outdoor spaces as one.

Your favorite fictional character. 

Harvey Specter from Suits. He is ambitious, fiercely loyal and continually navigates complex issues with intelligence and confidence.

How musicians should approach working with brands.

Musicians should work with brands that make them feel like an equal partner and bring opportunities that feel authentic to who they are. 

How brands should approach working with musicians.

Brands should educate themselves about the artist, what they stand for, and what resonates with their fans. Consumers can sniff out when a partnership isn’t genuine. And the damage to a relationship can be insurmountable if the conversation gets misaligned. 

A mentor who helped you navigate the industry.

I cut my teeth in the live music industry while a student at the University of Calgary, where Greg Curtis has booked MacEwan Hall and other venues since the ’90s. At the time, I didn’t necessarily agree with all of his reasoning or fully grasp how valuable the lessons he patiently shared with me were. But 25 years later, many of those teachings still guide my work. I try to also carry them forward and pass them on to the next generation of live music professionals.

What you’d be doing if you weren’t in the music business.

I’d be a tour operator, travel agent or take on a related gig.