We flip the traditional Brand Partnership model around. We start with the Artist and then connect them with Brands they actually use & love.

Idea Factory - a bi-lingual company speaking both Music & Brand

Hi – I’m Peter Szabo, Founder of Idea Factory and I’m passionate about flipping conventional brand partnerships upside down.

While running both US Ad Sales & Global Music at Shazam, we’d get loads of requests from brands to find artists who liked a particular drink, car, coat and so on.

When we’d ask an artist if they liked that drink, car or coat, they’d always feel inclined to say yes, even if they didn’t really love it because it came with money.

That’s when I thought – wouldn’t it better to start on the opposite side of the equation - to start with the Artist?

That’s exactly what we do through Idea Factory. We sit down with Musicians and begin a conversation by asking two key questions:

  • What products can’t you live without?

  • Which 3 brands, if they went away tomorrow, would make you genuinely disappointed?

The answers to those questions are the start of authentic, passionate and powerful brand partnerships. From there, Idea Factory connects the Artist to the Brand to explore possible partnership opportunities based on mutual interest.

Meet the Team

The Idea Factory team is well versed in both Creative & Business as well as the worlds of Music & Technology.

Peter Szabo


  • Founder

    Always at the intersection of technology, Music & Brands, Peter is proud to have started Idea Factory. Previously, he was Head of Commercial Partnerships at Spotify where he lead the team responsible for creating high gross profit opportunities for the company, including the Music Sales team that helped artists, managers & labels promote music on the platform.

    Before that, he was CRO at Mammoth Media as well as SVP, Head of Global Music & US Ad Sales at Shazam. Prior to that, he held various roles at Pandora, iHeartRadio & Entercom. Originally from Boston, he graduated from Syracuse University and recently relocated with his wife & 2 boys from Santa Monica to Lake Oconee, GA.