By Ethan Millman

The longtime Interscope executive on converting ad spots into hits and why the conversation around “selling out” has changed

In Rolling Stone‘s series At Work, we go behind the curtain with decision-makers across the fast-changing music business — exploring a range of responsibilities, burgeoning ideas, advice for industry newcomers, and more. Read earlier interviews here.

Interscope wasn’t a wine company until Daniel Sena decided otherwise. Sena, the label’s head of strategic marketing, has no shortage of unconventional ideas to leverage music as a marketing tool. Take Electric Sky, Interscope’s wine brand, which makes shatterproof single-serving glasses, perfect for concerts and music festivals. It’s just one of many projects he’s spearheaded.