Consumers say live music partnerships are most likely to increase positive feelings and purchase propensity of a brand at 27% higher than award shows, 15% higher than a sporting event and 14% higher than a TV show alliance. And one out of three attending a concert or festival in the last year say they remember the partner of the last live event they were at, according to the New Music Model for Brands report from GroupM.
And the opportunity to push a partnership across social media is now there for brands. “Young concertgoers have all parts of a three-ingredient recipe leading to exponential growth - they attend more concerts, post more photos and videos from those concerts, and they have larger social networks for those photos and videos to spread,” says the study. “Associate the brand with the right act, or sponsor a part of the show that the audience loves, and the earned media will follow.”
And here’s where tech innovation comes in too. Fifty-two percent of concertgoers use their mobile devices to look up concert info such as opening acts, set lists, reviews, and this increases leverage for the artists on stage - almost half of those in the audience are likely to use their phones to buy tickets for another concert or follow artist social media accounts directly from their seats.
“We believe that brands have just scratched the surface with what they can do to activate their music investments,” says Jennifer Hageney, evp entertainment partnerships at GroupM Entertainment & Sports Partnerships. “The technology, digital and social scale, and consumer desire are all aligned and ripe for brands to explore. Controlling camera angles, consumption of on demand content, participating in what is happening live – from song choices to pyro, live Twitter walls to your pics uploaded to video walls.”