University at Buffalo School of Management

Autumn 2025 Buffalo Business 11 From early social platforms like MySpace through Instagram and TikTok, de los Reyes says each move has required a new understanding of how to best engage. "There was a point where I was tweeting for artists, so I had to learn to engage on that platform, and then came apps like Instagram, Tumblr and Snapchat," he says. "You have to be on the cusp of these emerging technologies and understand how they make sense for the artist." One of the biggest artists on de los Reyes' current roster as head of marketing for SALXCO/Live Nation Entertainment is The Weeknd, the performer who head- lined the Super Bowl LV halime show in 2021 and has won four Grammys, along with multiple Billboard Music Awards, Juno Awards, American Music Awards and more. De los Reyes has played a key leadership role in marketing The Weeknd's recent projects, such as the album and film rollout of Hurry Up Tomorrow. He also helped design and execute the performer's The End is Near campaign, which integrated both traditional and new media strategies to connect with newer and long- standing fans of the artist's 10-plus year career. The goal of the campaign was to build excitement for the album's launch, which marked the culmination of a trilogy of albums (Aer Hours, Dawn FM and Hurry Up Tomorrow), as well as the closing chapter of The Weeknd moniker as he enters a new era. "We wanted to honor The Weeknd's legacy while reaching new audiences," de los Reyes said. "So we brought the story to life through a series of traditional billboards in cities across the U.S. and paired that with a fully immersive world in the Roblox online game to bridge generations through both physical presence and digital engagement." Blurring the lines Lands' End is best known for its retail business, where the company's primary demographic is adults ages 45 and up, particularly women who are 50-plus and value the brand's comfort, durability, style and practicality. Lands' End Outfitters is the company's business-to- business arm, which focuses on outfitting employees and customizing branded apparel for everything from a local flower shop to American Airlines or Chase Bank. The business serves a broad professional audience — from recent college graduates purchasing their first set of branded workwear to senior executives with decades of experience tasked with selecting uniform providers or sourcing high-quality branded gis for enterprise-wide programs. As the company's senior marketing manager, Nicole ( Jeziorowski) Lazarus, BS '11, sees demographic prefer- ences rapidly changing. "As many companies shi from traditional uniforms to more relaxed dress code policies, we're evolving our De los Reyes In addition to traditional billboards, the campaign for The Weeknd bridged generations by featuring a fully immersive world in the Roblox online game. Each generation brings its own values, habits and expectations to the marketplace, and smart marketers recognize that what resonates with a baby boomer won't necessarily move a Gen Zer. CHARLES LINDSEY ASSOCIATE PROFESSOR OF MARKETING

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