The Hidden Power of Storytelling in Music Branding

Jacob Edgar is an ethnomusicologist, global music expert, and cultural explorer. As President of the acclaimed world music label Cumbancha, the main A&R consultant for Putumayo World Music, and host of the PBS/National Geographic series Music Voyager, Jacob has traveled the globe uncovering the rich cultural stories behind music. His passion lies in helping artists turn their heritage and voice into powerful, authentic brands that resonate deeply with audiences.

In this episode, Jacob shares how culture, storytelling, and branding converge to help musicians stand out and build lasting careers.