In this http://www.artistshousemusic.org video interview, Joe McGuire, former CEO of the audio equipment chain Tweeter, takes us inside the company’s naming rights and sponsorship deals with Great Woods, an amphitheatre in New England, and with other music venues nationwide. He discusses the marketing spend that went into financing the deal and how the deal was structured, and assesses the campaign’s success in some of the markets in which it ran.