LOS ANGELES, USA // John Loken serves as Executive Vice President of Marketing for the Recording Academy® where he is responsible for expanding the organization’s reach and influence through elevated brand storytelling. In addition to driving viewership of the GRAMMYs® telecast, his team has created platforms such as GRAMMY House and the annual GRAMMYsNextGen gala to engage diverse global audiences in the Academy’s mission to serve music creators.

Prior to joining the organization, Loken was senior vice president of consumer marketing at Endeavor/IMG Events where he helped reshape product, pricing, and go-to-market strategy for a global portfolio of 300+ entertainment and sporting events. He also held past roles as executive vice president of marketing & distribution at Ticketmaster, was Live Nation Concerts’ first senior vice president of tour marketing, led international product marketing at Warner Records and Motown Records, and served as general manager for independent labels China Records and Ultimatum/Fearless Records. Loken also co-founded the creative agency Brands+Music, and he is the founder and principal at The Experience Factory, a workshop that produces brand experiences and develops audiences for live event clients.

Loken received his MBA from UCLA Anderson School of Management and holds a Bachelor of Music degree from the University of the Pacific Conservatory of Music.