How can brands leverage music events?
When Taylor Swift's Eras tour came to the UK last month it caused literal seismic activity, but are brands missing out on earth-moving moments by ignoring the power of live music? Three ad experts riff on the question.
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Esther Scriven, Creative Strategist, Imagination
If you think back to your first concert, can you remember the anticipation as you waited for the doors to open? The collective excitement as the lights dimmed? The surge of emotion as the artist walked out on stage? Live music has a unique ability to capture our emotions and create powerful, lasting memories.
The unmatched success of Taylor Swift’s Era’s tour provides valuable lessons for brands, showcasing how immersive musical experiences can deeply engage audiences’ emotions, foster a sense of belonging and, in turn, generate invaluable long-term loyalty.
By aligning with relevant music events, brands can build strong, long-lasting relationships with passionate fans.
Music events provide brands with unique opportunities to create immersive, interactive experiences that go beyond traditional advertising. For instance, setting up branded lounges, interactive installations or exclusive backstage access, makes attendees feel valued and, subsequently, more connected to the brand.
They also provide brands with a pre-existing pool of dedicated fans. However, strategic selection is crucial. Brands must carefully align with artists that resonate with their target audience in order to ensure authentic engagement and impact.
By aligning with relevant music events and focusing on creating unforgettable experiences, brands can build strong, long-lasting relationships with passionate fans, driving not only immediate engagement but also sustained loyalty and advocacy.
Above: Different festivals can target different audiences, like Latitude, which is more family friendly.
Robin Lickliter, Chief Experience Officer, Sparks
Everyone is talking about the Taylor Swift effect. And understandably so. The allure of her concerts drew such large crowds to Edinburgh they set off seismic activity. And her performances in Paris attracted more luxury travellers than are set to arrive for the Olympic Games. Her success has been a cultural tipping point, reinforcing the power and possibilities surrounding music events and festivals as major experiential marketing opportunities. They are no longer simply part of culture, they are setting the stage.
[Music events] are no longer simply part of culture, they are setting the stage.
Music is a huge consumer passion point and connects people the world over - for example more than 615 million people use Spotify across more than 180 markets. So, for brands, the opportunities to leverage its impact are endless. Capitalising on this channel at global scale has nuances brands need to consider. Marketers should tailor their partnerships locally to engage audiences and/or the subcultures within each region.
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Above [left to right]: Esther Scriven, Robin Lickliter and Sarah Hand.
Which, despite adding a level of complexity for brands, makes it a fantastic chance for those willing to double down on audience insights to get in front of target consumer groups. For example, depending on the region a company wants to target, it can decide which festival it might partner with or produce activations at.
Cultural, music-driven events and festivals have become places to be seen.
Is it a family friendly UK audience you are after? Then Latitude is the one to go for. Is it a younger, Gen Z audience in Spain or France? Lollapalooza is likely to be your best bet. With a local understanding of cultural and contextual cues, brands can create experiences to be enjoyed and valued by the customer, build an affinity with core audiences, and boost brand memorability in the long run. Brands can also be helpful in the moment; for example, when Kohler activates at multi-day music festivals they supply onsite showers. Brilliant.
Cultural, music-driven events and festivals have become places to be seen. We've watched that trend at Coachella for years. They are a hotbed for influencers and creators as well as consumers and should not be overlooked in the marketing mix.
Above: Actress Ashley Madekwe enjoys a drink at the Heineken House at the 2022 Coachella festival.
Sarah Hand, Senior Strategist, Saffron Brand Consultants
Any large-scale event creates excitement, but also a boost in the form of consumer spending, often on hotels, transport, restaurants or merchandise. The buzz surrounding the Eras tour, with some fans travelling between cities to watch the show multiple times, is a great example of how the focus shouldn’t be limited to sporting events.
Concerts, fairs and exhibitions all have an impact on spending, presenting brands with opportunities to increase revenues and add value through experiential marketing, driving growth and memorability, and creating stronger bonds with customers. A great example of this is the Heineken House at Coachella, a dynamic space which is part-lounge, part-stage destination, featuring chilled beer and industrial fans as a welcome escape for festival goers.
Brands can look to encourage growth and boost memorability by adding value at live events, seeking to enhance the experience without intruding too heavily on the main event.
Within the wider festival, the brand also deploys on-site activation tactics. like storage fridges and insider tips released through its Snapchat account, to provide further value-added experiences. However, efforts to engage fans can be more modest: EE’s long-standing partnership with Glastonbury, for example, is born of refreshingly functional reasons, while branded product samples, like earplugs and shower gels, are always welcome additions at festivals.
Ultimately, brands can look to encourage growth and boost memorability by adding value at live events, seeking to enhance the experience without intruding too heavily on the main event.
