Fans’ engagement with their favorite musical acts is one of the most passionate connections in entertainment. Whether streaming songs, watching YouTube videos, or following artists on social media, fans immerse themselves in a constant flow of content from their favorite performers.
According to BEN Consumer Research (October 2021), here’s how fans interact with their favorite artists:
This deep engagement creates valuable opportunities for brands. Fans don’t just engage occasionally—they make this connection part of their daily routine. In fact, 60% of music fans watch music videos several times a week, and nearly half check their favorite artists’ social media posts with similar frequency.
Music videos are a critical driver of cultural relevance. BEN research shows that 64% of viewers find music videos highly culturally relevant—more than any other content type. This relevance builds positive brand associations for companies that support artists through product placements or sponsorships. These partnerships enhance the artists’ reach while driving sales and engagement for brands.
For music fans, live performances are a cornerstone of the experience. As concerts and tours returned in 2022, brands gained new opportunities to connect with audiences. From unique tour activations to custom content shared on social media, live events enable brands to establish a presence with fans both in-person and online.
BEN’s unparalleled relationships within the music industry allow brands to seamlessly integrate into the fan experience. Whether through music video placements, TikTok collaborations, or full-scale artist partnerships, BEN helps brands:
Music fans are highly receptive to brands they perceive as supporting their favorite artists. Research shows that 60% of audiences engaged in culturally relevant content are more likely to respond positively to associated brands.
Ready to make your brand part of the show? Contact BEN to explore how music integrations can elevate your marketing strategy.
“From music video integrations to live tour activations, BEN connects brands with fans in powerful, culturally relevant ways.”
— Jake Terrell, BEN Senior Director, Music & Brand Partnerships
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