Every time a media company wants to unlock a new use case from their content — contextual advertising, sponsorship measurement, fan engagement, content discovery — they've historically had to start over. New vendor, new ingest, new cost. Built on Amazon Nova and AWS infrastructure, Coactive AI is designed around a different model: scan your content once, generate a rich multimodal intelligence layer, and power every downstream application from a single pass. In this session, Live Nation's Philippe Guegan and Coactive's CRO Josh Heller explore how the combination of Amazon Nova's multimodal embeddings, AWS MediaLake, and Coactive's intelligence layer is turning content that was generating zero revenue into multiple new monetization streams — across sponsorship identification, fan engagement, and content production, all from a single ingest. The two share how they are architecting a unified intelligence layer across Live Nation's catalog and offer a practical blueprint for any media organization ready to stop leaving the value of their content on the table.