Brands Take The Stage

F ans’ engagement with their favorite musical acts is unquestionably one of the most intense connections in the world of entertainment. Whether they’re listening on streaming platforms or on the radio, watching music videos or following on social media, fans can’t get enough music, videos, and behind-the-scenes content in all its forms from their favorite artists.

Brands looking to capitalize on this connection can bank on reaching fans that not only engage across each of their favorite artists’ channels but also make this connection a regular part of their routine. Recent consumer research conducted by BEN found that 6 in 10 music fans watch music videos from their favorite artists several times a week and half look at their favorite artists’ social media posts with the same frequency.

Brands that support musicians and empower their content through product placement can capitalize on a unique opportunity. Music videos are seen as one of the key drivers of cultural relevance by music fans. The positive association fans attach to the brands that help their favorite acts gain wider acclaim leads directly to more sales for supporting brands.

An additional element of a well-rounded music campaign is live entertainment. Music fans report that seeing their favorite acts in person is a key part of the fan experience. As tours return in earnest in 2022, brands have the opportunity to connect with fans in person through unique tour activations and to retarget them globally through custom tour content that also extends to social media.