At GLOW, Jason Musante Wants to Take Over Culture

Jason Musante, the former CCO of Huge and head of brand at Masterworks, has joined GLOW as ECD. 

Throughout his career, Jason has made a habit out of connecting brands into culture - something that chimes perfectly with the overriding philosophy of GLOW. So, for the 15-year ad industry veteran, the decision to join the digital marketing and social media agency was a no-brainer. 

“While I was brand-side, I was approached by several agencies to lead their creative departments, but GLOW immediately stood out”, he tells LBB. “Their exceptional team, innovative spirit, and ability to shape trends rather than chase them — along with their deeply culturally connected approach to fandom — really set them apart. With many legacy agencies struggling to keep pace with the shifting dynamics of modern marketing, GLOW has already perfected its approach to social-first, real-time creative solutions”. 

That point around fan-driven cultural connection is key. “Most agencies chase trends and culture, hoping their creative will resonate”, he continues. “GLOW takes a different approach - they’ve developed a proven model that leads the conversation”. 

So in order to truly become that leading voice for brands, GLOW’s approach is proactive rather than reactive. “More than just reacting to cultural shifts, GLOW anticipates and shapes them”, explains Jason. “They’ve been successfully applying this model for some of the biggest names in entertainment, tech, and consumer brands under the radar for years. Their proprietary tools, like the Fandom Flywheel, ensure that every interaction along the customer journey is impactful and rooted in community-driven creativity—driving bottom-line growth”. 

By way of an example to illustrate this point, Jason alights on the agency’s work for Peacock during the 2024 Olympic Games in Paris, helping the event to reach a new generation - and entirely new audiences - of fans. You can check out a case study here.  

“All the excitement, viral moments, and social content you saw around the 2024 Paris Olympics? That was GLOW”, he says. “They didn’t just create content - they flipped the narrative, transforming athletes into influencers and tapping into trends and memes. GLOW made the Olympics culturally relevant again, especially with gen Z. Their real-time cultural insights drove engagement without massive media spends and helped make the 2024 Olympics the most-streamed in history”. 

Brand-Side Know-How 

To help elevate that offering, Jason is bringing a wealth of experience from his time working brand-side to GLOW. That insight into how brands think and what makes them tick will, he believes, add another string to GLOW’s bow. 

“The reality is, without sitting on the client side, it's hard to truly grasp the constant struggle to adapt to shifting consumer behaviour, the demand for real-time relevance, the challenge of standing out amidst endless content - all while doing more with less and needing to grow”, he explains. “I was also fortunate to see numerous agency pitches during my time at the startup, and I saw firsthand what makes an impact: an agency that understands these complexities, goes beyond creativity, and delivers work that resonates emotionally while being responsible for its performance”. 

And yet, needing to do all of that whilst operating in such a saturated media environment is no small challenge - especially for an agency with aspirations to genuinely move culture. However, Jason is undaunted. 

“I know it’s not the majority opinion, but I believe brands have an opportunity to cut through the clutter and get noticed now more than ever - if they understand how to harness communities and fandoms to amplify their message”, he posits. “I’d argue that what’s truly challenging today is trying to buy your way to relevance. At GLOW, we’ve proven that cutting through the noise, activating communities, and driving results is not guesswork - which is why so many innovative marketers and leading brands choose to work with us”. 

Underpinning it all is Jason’s leadership style which has been honed over the course of a decade and a half in the industry. “My goal is to create an environment where everyone feels encouraged to experiment, share ideas, and grow”, he says. “Over the years, I’ve learned that great leadership isn’t just about driving results - it’s about uplifting individuals and nurturing future leaders. Many of those I’ve mentored have gone on to lead creative departments at major agencies and take on key roles at top brands. Seeing their success is one of the most rewarding aspects of my career”. 

At the end of our interview, LBB invites Jason to reflect on where he and GLOW might be in one year’s time. “I imagine we’ll be reflecting on the strength of the relationships we’ve built with our clients and how that has led to some of the most innovative work in the industry”, he says. “We’ll talk about the bold ideas we brought to life, the new opportunities we created for our clients, and how our unique understanding of community-driven creativity positioned GLOW as an essential partner in their success stories”.