The demand is presenting unique opportunities for brands. Take, for example, how Taylor Swift’s massive Eras Tour helped Gillette Stadium reshape its social strategy.
At the forefront of driving brand opportunities through Live Nation’s events is Russell Wallach. Ad Age spoke with the global president of Live Nation Media and Sponsorship to discuss how the company is expanding brand partnerships globally, helping drive sign-ups to their loyalty programs and improving measurement in the space to prove ROI and capture more deals.
This interview has been lightly edited for space and clarity.
You’re seeing a record amount of brands investing in live shows; you have what 1,000-plus brand partners globally? What’s driving that demand?
Live music is the number one category globally that fans expect to spend more money on in the future, outpacing travel, shopping, movies and dining out. Brands are creating marketing campaigns that touch the fans before, during and after the event to maximize impact and create those memories.
Brands are understanding more than ever that music is one of the best ways to connect with their audiences. The music audience is more diverse, we’re targeting audiences from a global perspective, and the combination of diverse audiences with the opportunity for brands to create unbelievable experiences for fans is truly creating them lifelong fans.
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Can you tell me about your plans to expand brand partnerships globally?
We do over 200 festivals around the world. A great example is something like Lollapalooza; it’s not only in the U.S. but in Europe and India. We’re continuing to expand our global festival brand to new markets and we’re spending a lot of time focused on how we can amplify what brands are doing on-site at events.
We built out our own influencer network to work with influencers to amplify what brands are doing on-site and share experiences around the world. Working with partners like Snapchat and TikTok, we’re sharing these experiences with tens of thousands of people globally.