A recent study by Nielsen has found that music fans favor brands that connect with them through their favorite music and events. Brands have been partnering up with concerts, festivals, and live streaming services for years. Anheuser-Busch, for example, teamed up with Jay Z’s Philadelphia festival, making the Budweiser Made in America festival. The event aimed to combine music and culture backed by a big-name brand.
How much? 76 percent of festival goers claimed that they favor brands that sponsor tours or concerts compared to 51 percent of consumers in general. 74 percent of “streamers” say that they favor brands that engage them through music giveaways, sweepstakes, and sponsorships compared to 58 percent of non-streamers.
