At the intersection of culture and strategy.
Altura Group is a modern brand and culture consultancy.
We connect global brands with artists, audiences, and ideas that resonate — shaping campaigns and collaborations that live at the intersection of music, film, fashion, and wellness.
Grounded in strategy, guided by intuition, and fueled by culture, we help partners move beyond marketing to build emotional connection and real-world impact.
Meet the Team
eileen mercolino
Principal/Founder
Eileen Mercolino is a marketing and brand partnerships executive with over two decades of experience connecting global brands to culture through music, talent, and live experiences.
She has led marketing and partnership initiatives at organizations such as SPIN, Vans Warped Tour, 20th Century Fox, Disney, Danny Wimmer Presents, Gibson Brands, and Live Nation, creating campaigns for top tier brands including starbucks, microsoft, mcDonald’s, Pepsi, brown forman, Diageo, bose, P&G, coca-cola, honda, pontiac and target.
Eileen specializes in building and monetizing authentic partnerships across festivals, events, content, and artists—creating campaigns that drive engagement, cultural impact, and revenue growth.
she has also been featured in two best selling books on music and culture, Slacker: 1991, Teen Spirit Angst, and the Generation It Created by Rob Janicke and Tearing Down the Orange Curtain: How Punk Rock Brought Orange County to the World by Daniel Kohn and Nate Jackson
matt carlucci
head of creative partnerships
With over 12 years in the music and entertainment industry, Matt has built a career implementing creativity, strategy, and cultural impact. As Head of Creative Partnerships, he leverages his deep experience in artist development, brand collaborations, and content strategy to build meaningful connections between talent, audiences, and brands.
Previously as an artist manager, Matt has supported artists from discovery to global recognition. While releasing over 300 records that collectively generated billions of streams and contributed to 6 RIAA Gold, 2 Platinum, and 1 Diamond certification. His career includes collaborations with leading labels such as Interscope Records, Atlantic Records, and partnerships with top agencies like Wasserman, UTA, and CAA.
Matt has produced several national tours, overseen 200+ live shows annually, and helped bring artists to stages like Lollapalooza and Coachella and always focused on authentic storytelling and long-term creative growth.