If your TikTok feed looks anything like ours, you’ve probably seen videos of people surprising their dads with tickets to the Oasis reunion tour since it was first announced. Now that the tour is officially underway and brothers Liam and Noel Gallagher are performing together again, said dads are donning Adidas bucket hats and having emotional experiences watching Oasis perform—as their kids continue to document them online.

Simply put: The Oasis reunion can’t be ignored, making it no surprise, then, that brands quickly got involved.

In June, Adidas announced a collaboration with the band that included a new campaign as well as an apparel collection featuring 26 co-branded pieces to be sold online and at tour stops. Also in June, Amazon debuted its Oasis fan store with exclusive merch and limited-edition items in tandem with a curated Oasis playlist from Amazon Music.

Spotify got into the mix in mid-July with its own campaign, “This is…An Oasis Fan,” a fan portrait series that was used for out-of-home ads in Manchester, London, Edinburgh, and Dublin, as well as a film of fans talking about how much the band means to them. Just this week, Oasis announced the locations of fan store locations in North America ahead of the first gig on the continent on August 24 in Toronto.

For marketers and agency execs, the Oasis reunion presents a unique opportunity to tap into a tour that’s become a rare cultural force, even while the famously volatile relationship between the Gallagher brothers could present potential challenges for companies tying up with the tour. But working with artists is no easy feat, marketers told us, and can take months of special consideration to determine whether there’s a genuine fit.

“It’s not just any reunion, right? It’s like the biggest reunion in the last decade,” Billie Baier, co-head of marketing, Spotify UK and Republic of Ireland, told Marketing Brew.

Continue reading here.—KM

Ever made fun of a video online? It very well could have been one from Dhar Mann Studios.

The video entertainment company, which is named after its founder, has been lampooned online for its sometimes cringey, often moralizing videos showing characters in different situations facing life lessons. One 21-minute video from earlier this year, which is tagged as an #inspirational #shortfilm on YouTube, depicts a toxic boyfriend apparently learning how to be okay with his girlfriend dressing how she wants. Cringe aside, the YouTube channel has grown to have just shy of 26 million subscribers.

In the past year, DMS has undergone something of an internal makeover. In September, the company hired Sean Atkins, a Discovery and MTV alum, to serve as CEO; earlier this year, more industry heavyweights came aboard to help run the show, including Toni Gray, a MrBeast and Fremantle vet, who joined as head of production.

The hires are part of a broader move from DMS to scale at a moment where YouTube and creators are aiming to get footholds in high-production entertainment.

“Our goal is to be the No. 1 creator of positive content in the world,” Atkins told Marketing Brew.

Read more here.—JS

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

John Miller is the founder and president of Scribewise, a professional services marketing agency. He was previously a partner at the PR and branding firm Braithwaite Communications, and he started his career in radio, serving as a longtime radio host covering the Philadelphia Eagles.

Favorite project you’ve worked on? In 2020, my company worked with a boutique consulting firm that was full of truly warm, funny, and honest humans. But their brand didn’t reflect that. Like most consulting firms, they thought they needed to act seriously all the time. We wanted their brand to be in true alignment with their energy, so we brought it to life with a new look that was unique to them—it was energetic, fun, smart; exactly what working with the team was like. They were willing to take a chance and stand out, which is what marketing is all about.

What’s your favorite ad campaign? This is reaching back a bit, but Vonage had a TV ad in 2015 where the tagline was “The Business of Better.” The ad itself was humorous and energetic, but I loved it because of the word “better.” “Better” is such a powerful word; it’s about continually striving. “Better” is better than “best.”

One thing we can’t guess from your LinkedIn profile: Once upon a time, hundreds of thousands of people valued my opinion on professional football—I hosted an Eagles pre- and post-game radio show from 2000 to 2013. I could never be a full-time sports talk host—so much of it is focused on being as outrageous as possible—but I’ll admit that side of me sometimes creeps into my work.

Continue reading here.

Mergers and acquisitions, company partnerships, and more.

• Subway named David Skena, formerly EVP and chief growth officer at Krispy Kreme, as its chief new marketing officer for North America.
• Crocs and The NFL struck up a multiyear licensing deal selling team-branded footwear and accessories.
• Soho House, which operates private members’ clubs around the world, is going private in a $2.7 billion deal led by hotel operator MCR Hotels and investment firm Apollo Global Management, per WSJ.