MERCADEO Versión en español
Concerts benefit the brands that sponsor them
Patricia Molina| 12 de diciembre de 2013
Las alianzas de las marcas con la música pueden resultar exitosas
Brands are using music more than ever as a way to engage consumers. In fact, U.S. music fans are much more attracted by brands that engage them with their favorite music, according to Nielsens Music 260 report.Music festivals attract hundreds of thousands of passionate fans who are in turn exposed to brands that want an intense relationship with them for several days in a row. The Anheuser-Busch brewery, for example, joined forces with marketing magnate Steve Stoute and rapper Jay-Z to create the Budweiser Made in America Festival. The event, now in its second consecutive year, was designed to fuse music and culture under the name of a famous brand.Some 66% of the festival audience said they felt more favorable toward the brand for sponsoring the concert, and 51% of consumers in general felt the same way. Given the high numbers, big brands can learn from events like the Budweiser festival and the Rockstar Energy Drinks Uproar, as powerful ways to display the brand and engage a bigger group of fans.Big concerts are not the only way to connect with music fans. Approximately 74% of music streamers feel more favorable toward brands that engage them with musical gifts, raffles and sponsorships, compared with 58% of non-streamers.
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