Sander van Maarschalkerweerd
Founder
Sizzer
Amsterdam
Topic: SHAZAM THAT BRAND! Brands That Move With Music
What people listen to, and choose to save, share, or Shazam, has become one of the clearest signals of identity, values, and cultural belonging. In a world saturated with content, music remains one of the few creative forces people actively invite into their lives. This talk explores how brands can tap into that intimacy by treating music not as an accessory, but as a creative starting point. When brands listen closely to audiences, to artists, to culture, they can collaborate on original, playlist-worthy songs that feel meaningful rather than manufactured. Drawing on real campaigns and artist collaborations, the session reframes branded music as a form of cultural participation. It argues that creativity has its greatest power when it gives people something they genuinely want to keep, long after the campaign ends.
About Sander:
When music supervisor Sander van Maarschalkerweerd founded Sizzer in 2005, he wanted to bridge the gap between explosive music talent and the finest in the ad industry. His drive has always been to bring music into the world that moves, surprises or inspires. Not corporate noise, but real music for real people. It’s safe to say he succeeded: under his leadership, Sizzer developed from its Amsterdam roots to an all-round music partner for creative agencies and brands like Adidas, Heineken and KIA.
Sizzer is an independent music agency, helping brands tell powerful stories with music. Working closely with their clients and their curated global network of artists, they strategize, produce, find and license the best music – the kind that connects with audiences, moves people and contributes to culture.
Sander has been a leading voice in the industry with multiple jury memberships under his belt, including Cannes Lions, D&AD and LIA. In an industry that’s changing rapidly, Sander is constantly evolving the company to make the most out of what is next, so brands can keep harnessing the power of music in the best possible way.
What people listen to, and choose to save, share, or Shazam, has become one of the clearest signals of identity, values, and cultural belonging. In a world saturated with content, music remains one of the few creative forces people actively invite into their lives. This talk explores how brands can tap into that intimacy by treating music not as an accessory, but as a creative starting point. When brands listen closely to audiences, to artists, to culture, they can collaborate on original, playlist-worthy songs that feel meaningful rather than manufactured. Drawing on real campaigns and artist collaborations, the session reframes branded music as a form of cultural participation. It argues that creativity has its greatest power when it gives people something they genuinely want to keep, long after the campaign ends.