Artist For Artist
Est 2018
We Are Artist For Artist
Where talent, culture and impact collide.
We build unforgettable experiences and campaigns powered by artists — designed to move audiences, shift culture, and deliver results.
Based in NYC and founded by music industry veterans Matthew Reich and Neal Saini, AFA is a full-service creative agency run by artists, for artists. Our clients span global brands, breakthrough musicians, world leaders, visionary CEOs, innovative music companies, films, festivals, and mission-driven organizations.
We lead with empathy, and we bring talent, marketing, and social impact together in ways that resonate and drive real change.
Artist For Artist
About Our Work
What We Do
At Artist For Artist, we take a 360° approach to our work — blending strategy, storytelling, and execution into a seamless experience. With deep roots in the music industry, we understand what it means to build a movement, not just a moment. From brand identity and content production to digital strategy and partnerships, we handle every touchpoint with intention and care. Our process is collaborative and custom — no copy-paste formulas, just tailored solutions that resonate with your audience and reflect your voice.
What sets us apart is our belief that creative work should do more than look good — it should do good. We’re proud to partner with artists, labels, and organizations who are pushing culture forward and giving back in the process. Whether it’s championing underrepresented voices or integrating purpose-led initiatives into campaigns, we make sure the work we put into the world reflects the values we stand for. This isn’t just marketing — it’s meaningful storytelling with impact at its core.
Trusted by:
Artists We've Worked With:
Sammy Hagar / Sheryl Crow / Billie Eilish / Shawn Mendes / Ringo Starr / Peter Frampton / The Doors / The Warning / Talib Kweli / Jason Bonham / Nile Rodgers / Wu-Tang Clan / Bartees Strange / Third Eye Blind / Sheila E / Ronnie Spector / Yoko Ono Lennon
Sammy Hagar / Sheryl Crow / Billie Eilish / Shawn Mendes / Ringo Starr / Peter Frampton / The Doors / The Warning / Talib Kweli / Jason Bonham / Nile Rodgers / Wu-Tang Clan / Bartees Strange / Third Eye Blind / Sheila E / Ronnie Spector / Yoko Ono Lennon
Meet The Team
Matthew Reich
Co-Founder, Principal
Neal Saini
Co-Founder, Principal
Ed James
Head of PR & Communications
Erica Ramon
Head of Talent Relations & Events
Maria Pohlman
Manager, Talent Relations & Partnerships
Dan Resnick
Head of Booking
Noah Deutschmann
Head of Design & Creative
Maureen Lloren Sedlak
Head of Brand & Social Strategy
Geoff Sheasby
Head of Digital Marketing
Soul Brother
Photography
Jasmine Quinones
Videography
Artist For Artist
About The Founders
It all started freshman year of high school when Matthew and Neal started bashing it out in the band room. A fun after school adventure of writing and producing original music would eventually take them on a journey from talent shows and local venues to major tours across the world where they were able to release records, perform on radio/TV and have the full-fledged artist experience that shaped and informed their careers.
Prior to founding AFA, Matthew was VP of DASVentures, Ltd where he oversaw The John Lennon Educational Tour Bus and John Lennon Songwriting Contest with a focus on developing partnerships, programming, artist relations, operations and producing live events/festival experiences with companies such as Apple, Canon, Gibson and Juniper Networks while working with notable figures such as Yoko Ono, Ringo Starr, Jeff Bridges, Wu-Tang Clan, George Clinton and more.
Prior to founding AFA, Neal worked at Warner Music Group for 12 years in the Artist Services division, servicing all the labels under the WMG umbrella with a specific focus on VIP Fan Experiences, Merchandise and Partnerships. Neal spearheaded partnerships with Shawn Mendes and Fuji Film, Gene Simmons and John Varvatos while building out the WWE VIP Experience across all their entertainment brands. He has worked on global tours for Cardi B, Wiz Khalifa, Green Day, Goo Goo Dolls, Melanie Martinez and more.
After years working in parallel, Matthew and Neal decided to come back together to create AFA. Matthew and Neal’s rare 360-degree view of the industry has made them uniquely qualified to manage the logistics, operations, revenue growth and creative vision for hundreds of successful campaigns. The ability to intuitively understand key stakeholders’ needs and perspectives drive their passion and determination. At its core, AFA is a fierce advocate for bringing positive change to the world through creativity.
