As the lines between entertainment and advertising blur, how can brands and artists collaborate authentically? We're joined by a man who has lived in both worlds: Sasidharan Chandran, also known as Malaysian music pioneer Sasi The Don.



Now the founder of his own brand storytelling company, Sasi shares his unique journey from music to advertising. He discusses why genuine "passion for entertainment" is the key to successful partnerships, what agencies and artists must learn from each other, and why he views AI as a "virtual collaborator" in a creative scene with no limits.

As the lines between entertainment and advertising blur, how can brands and artists collaborate authentically? We're joined by a man who has lived in both worlds: Sasidharan Chandran, also known as Malaysian music pioneer Sasi The Don.Now the founder of his own brand storytelling company, Sasi shares his unique journey from music to advertising. He discusses why genuine "passion for entertainment" is the key to successful partnerships, what agencies and artists must learn from each other, and why he views AI as a "virtual collaborator" in a creative scene with no limits.

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