DMA

What DMA does

The DMA Agency is a privately held, California-based full-service multi-ethnic advertising and marketing agency that operates as a B2B services firm serving enterprise brand clients. Founded by Robert A. Mattison III, the company specializes in brand development, live event marketing, brand activations, and talent partnerships — monetizing relationships with recording artists, athletes, and entertainers by packaging celebrity endorsements and entertainment-property sponsorships for Fortune 500 marketers. DMA's core service pillars, accessed through direct enterprise sales relationships, comprise Strategy & Planning, Retail Marketing, Channel Marketing, Event Marketing, Full-Service Execution, and Ideation and Media, with projects typically structured as agency fees on a project- or retainer-basis.

The company's primary differentiator is its ownership or close affiliation with major hip-hop entertainment properties — most notably Rock the Bells and Paid Dues (the latter established as the world's largest independent hip-hop festival through a partnership with SanDisk and Guerilla Union) — combined with a roster of A-list talent relationships spanning Madonna, U2, Paul McCartney, Nicki Minaj, Snoop Dogg, Will I Am, Pharrell, Danny Trejo, Manny Pacquiao, and many others. These assets are amplified through a media partner network that includes Facebook, Instagram, Twitter, Spotify, Pandora, MTV, MTV2, Fuse, CBS, Power 106, KMEL, KDAY, Complex, Vibe, and The Source.

DMA has no proprietary technology platform; the underlying "technology" is a curated, three-sided network of brands, talent, and entertainment properties plus the operational know-how to execute live activations. Documented campaign outcomes include 76.9M impressions for a BMW i3 activation, 250M attendees exposed to Heineken via Rock the Bells sponsorship, 20M+ impressions for Heineken, 8M+ impressions for T-Mobile/GoSmart at Camp Flog Gnaw, and over 1 billion cumulative impressions for Boost Mobile/BlackBerry across two years of Rock the Bells and Paid Dues activations. The agency's revenue model is professional services — agency fees and project-based billings — with no public pricing and no disclosed revenue figures, funding history, or institutional investors in the source material.

Name

DMA

Legal name

The DMA Agency

Website

https://thedmaagency.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The DMA Agency is a California-based, privately held full-service multi-ethnic advertising and marketing agency that delivers brand development, live event activations, and celebrity/talent-partnership campaigns to enterprise brand clients such as BMW, Heineken, Reebok, SanDisk, and Monster Energy.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Advertising Agencies (54181), Performing Arts Companies (7111)

SIC

Services-Advertising Agencies (7311), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Live Event Marketing, Sponsorship & Brand Partnerships (MPAIAFAI)

akta.pro secondary industries

Event Marketing, Sponsorship Sales & Promotion (MPAGAAAE), Music Festival Organizers & Promoters (MPAGAAAB)

Keywords

• Experiential marketing services
• Brand activation agency
• Multicultural advertising services
• Event marketing agency
• Talent partnership management

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Agency Fees and Project-Based Revenue: DMA generates revenue through agency fees for brand development, marketing strategy, event sponsorship activation, and live event production services. Revenue appears to be project-based and retainer-based for ongoing client relationships.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Full-service multi-ethnic advertising and marketing agency delivering brand development, live event marketing, and talent partnership services. Operates the Rock the Bells and Paid Dues hip-hop festivals as owned experiential platforms used to anchor brand activations and multicultural campaigns for clients such as BMW, Heineken, and SanDisk.

Product overview

The DMA Agency is a full-service multi-ethnic advertising and marketing agency specializing in brand development, live event marketing, and talent partnerships. The company offers six core service pillars: Strategy & Planning (brand development, marketing plans, brand toolbox), Retail Marketing (environmental design, POS, social media campaigns, promotions), Channel Marketing (channel development, sales incentives, tradeshows), Event Marketing (event sponsorship, on-site activation, custom event solutions), Full-Service Execution (media planning, buying, production, printing, fulfillment), and Ideation and Media (product ideation, media consulting, TV/film development). Their notable case studies include Reebok Classic campaigns through Rock the Bells festivals, BMW i3 activations, Heineken sponsorships, SanDisk brand activations, Monster Energy hip hop festivals, Team Pacquiao Street Fighter 5 campaigns, and T-Mobile/GoSmart mobile activations. The agency also manages entertainment properties including the Rock the Bells and Paid Dues hip hop festivals.

Differentiator

Problem solved

Functional benefit

Products and services

• Multicultural Advertising & Brand Development Full-service multi-ethnic advertising and brand development services for enterprise clients seeking culturally fluent marketing campaigns.
• Live Event Marketing & Brand Activations
• Talent Partnership Management
• Rock the Bells Festival
• Paid Dues Festival

Named customers12 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Various Brand PartnerscoreGTM or Marketing PartnerDMA has built significant relationships with influential brand partners including major advertisers. The company works with Fortune 500 brands for brand development, marketing activations, and event sponsorships. Services include brand toolbox development, marketing calendar development, and full-service execution.
• Media PartnerscoreGTM or Marketing PartnerPartners include major social platforms (Facebook, Instagram, Twitter), streaming services (Spotify, Pandora), music networks (MTV, MTV2, Fuse), radio stations (Power 106, KMEL, KDAY), and publications (Complex, Vibe, The Source, CBS). These media partners play an integral role in exposing DMA clients to consumers worldwide.
• Entertainment PropertiescoreStrategic or Co-development PartnerEntertainment Properties include music festivals and events such as Rock the Bells, Paid Dues, EDC, Knotfest, Live Nation events, DUB Tour, Art of Rap, and many others. These properties play an integral role in exposing DMA clients to consumers worldwide.
• Talent PartnerscoreGTM or Marketing PartnerDMA represents an extensive roster of musicians, actors, athletes, and personalities including Madonna, Paul McCartney, U2, Nicki Minaj, Snoop Dogg, Lil Wayne, Alicia Keys, Shaquille O'Neal, Manny Pacquiao, and many others for brand partnerships and endorsements.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MKG: Experiential marketing and creative agency producing brand experiences, festivals, and live activations; directly comparable as a creative experiential agency serving enterprise brands.
• Burrell Communications Group: Long-established multicultural advertising agency with a similar enterprise brand client base and creative-led service model; directly comparable to DMA as a multi-ethnic agency serving Fortune 500 brands.
• IW Group: Multicultural advertising agency specializing in Asian-American and broader diverse-segment campaigns; directly comparable multicultural agency competing for the same enterprise brand marketing spend.
• Translation LLC: Multi-ethnic creative and brand activation agency serving major advertisers; competes with DMA for the same multicultural marketing budgets and brand-activation briefs.
• Sparks: Experiential marketing agency specializing in brand experiences, live events, and sponsorships for major brands; closely comparable service offering to DMA's event marketing and brand activation pillar.
• MAC Presents: Music-and-brand activation agency that pairs artists with brands for sponsorships, festivals, and live campaigns; directly comparable to DMA's celebrity/talent + live-event marketing model.
• PM3 Agency: Multicultural brand marketing agency serving Fortune 500 advertisers with multicultural, Hispanic, and urban audience targeting; closely comparable offering to DMA's positioning.

Broad incumbents

• Live Nation Entertainment: Largest live entertainment company, operating festivals, venues, and sponsorship sales; a broad incumbent in the same concert/festival sponsorship ecosystem DMA operates in, with much larger scale and sponsor relationships.
• Endeavor (WME): Global talent and entertainment company representing artists, athletes, and creators and packaging them with brand partnerships; adjacent incumbent to DMA's talent representation and endorsement business.
• AEG (Anschutz Entertainment Group): Global live entertainment and sports company operating festivals, tours, and venues; broad incumbent competing for the same music-festival sponsorship dollars DMA monetizes through Rock the Bells and Paid Dues.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat1 record

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dma-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DMA