Three ways to sponsor music events and artists for building brand awareness.
Sponsoring music related events and artists shows your audience that you care about the art of music, and it offers the opportunity to create new and engaging ways to reach your consumer, and the opportunity for massive exposure.
According to IEG LLC, North American based companies spent close to 1.34 billion on music venues, festivals, and tours in 2014. The most active sponsors of music related events are The Coca-Cola Co., Anheuser-Busch and PepsiCo, Inc.
Sponsored music festivals. With music festivals becoming more popular every year, brands have a huge opportunity to see and be seen. The Chicago music festival, Lollapalooza, dedicates its stage names to its sponsors, such as Bud Light, Samsung Galaxy and Palladia. Brands say the biggest advantage to sponsoring music festivals compared to sporting events is that people have a lot of downtime. Besides just beverage and food companies, festivals are now attracting fashion, beauty and technology companies as well, according to Elizabeth Holmes of The Wall Street Journal. Coachella, a weekend festival in Indio, California, had many fashion and beauty brand sponsors this year including H&M and Sephora. H&M had a 360-degree mirrored “selfie station” and Sephora had a makeup station with a vending machine that dispensed free products. Coachella is also a big draw for celebrities including Kate Bosworth, Katy Perry, Kendall Jenner, Paris Hilton and Rhianna.
Sponsored music videos: “Trackvertising” is a new trend in music videos where brands and artists collaborate. Music videos are a great way to incorporate your brand because people voluntarily watch and share them, and your brand is likely to be remembered. The most successful example of “trackvertising” is Activia and Shakira’s La La La (Brazil 2014). The music video was for World Food Programme, an organization that brings school food to children in impoverished countries. According to mark tech firm, Unruly, it is the most shared ad. Another example is the collaboration with Fiat and Arianna for the video Sexy People (The Fiat Song) ft. Pitbull. The video predominantly shows a Fiat in almost every shot, but it is still as entertaining as any other music video and has been viewed millions of times.
Sponsored artist tours. Sponsoring artist tours can be a bigger commitment than the previous options but there are many advantages. It can be very beneficial because the typical demographic of the audience reached is known and consumers are having fun while exposed to your brand. One example is Corona Lite sponsoring Kenny Chesney’s “The Big Revival Tour”. Corona knew that it was a perfect tour to sponsor because their slogan is “Find Your Beach” and Chesney sings about drinking beer and beaches, so they were confident that they would reach their demographic.