On Brand: How Sponsorships Make The Live Music World Go Round & Round (Hub)

“All the world’s a (synergistic marketing opportunity), and all the men and women merely (consumers to be activated)” — William Shakespeare, “As You Like It,” Act II, Scene VII (Amended With Marketing Speak)

The live business has never been more monetized than it is today with more branding opportunities in more areas of the live ecosystem than ever before. From credit card presales to venue naming rights to tour and festival sponsors, venue activations, branded entrances, plazas, VIP spaces, tickets, water stations and even friggin’ bathrooms!

Last week, When We Were Young festival became When Were Young Presented By 7-Eleven, one of the first major U.S. festivals to have branded naming rights. And there’s synergy there between the emo/pop-punk festival and the convenience store brand where legions of kids found themselves after an exuberant night of moshing and emoting. While branding festival naming rights are more common internationally than here, expect that to rapidly change.

Several prominent agents say one of the first questions today’s artists and managers of every stripe ask when signing with their agency is, “What branding deals can you get us?” And the answer: many. This is because brands are asking the reciprocal question looking for artists who can help “tell their story” (i.e. sell their wares).

As Shari Lewin, a partner and co-head of branding and partnerships at WME, pointed out in a recent Pollstar interview, “There’s an appetite to work with artists at every level. There are more developing artists, mid-tier artists, people who stand for certain things that brands are open to working with …”

One way to view artists, which will likely cause reflexive gagging among some musicians from previous generations, is as brands. Today, though, with massive reaches that can hit millions of consumers with just a social media post, some acts can engage consumers in ways traditional media platforms can only dream of. In a guest post, Keith Gelman, CEO of Talent Partnership Advisors, spotlighted Snoop Dogg’s successful branding deal with Neutrogena, a brand the rapper has long used. With 88 million followers on Instagram, Snoop was able to promote the brand for what would have been a “mid-six figure” spend.

And “artist-brands” know this well, which a recent jaunt to a festival branding mecca bared out. It starts maybe 45 miles out from Coachella, with billboards lining the 10 freeway near the Banning Pass. Here both superstars, like Post Malone, Lady Gaga and Charli xcx, and up-and-comers like Clairo, 2Hollis, Jennie, Djo, The Marias, Jessie Murph and Tyla, are all raising their “brand profiles” while aligning themselves with the prestige of playing Coachella.

Here, even artists who this year didn’t play Coachella, like Frank Ocean, Ava Max and Laufey, had Coachella billboards to elevate their profiles as did many brands.
Activation structures at Coachella are ubiquitous, often fantastical complete with lines, velvet ropes and concierges with guest lists. Buldak Hot Sauce, Takis tortilla chips, International Delight coffee creamer and drinks and Sol de Janeiro skin & body care among others stirred up interest amongst Gen- Z’ers who are at an age where lifelong brand loyalty is still at play.

What all this means is that branding in the live music space is healthier and hardier than ever. There is perhaps no greater indicator of this than Live Nation, the industry’s largest promoter, whose 2024 yearly earning report showed record sponsorship revenues at $1.2 billion — its largest yet. The sector was up 9% over 2023 and, after ticketing, is LN’s largest revenue driver. (see Pollstar’s interview with Russell Wallach, Live Nation’s Global President, Media & Sponsorships).

While some artists and managers may still feel skittish aligning with brands, listen to what the branding professionals in our 2025 Branding Survey advise: Find a brand you authentically connect with and get with the program.

Welcome to Pollstar’s first branding special.

It’s long overdue. Branding in the live space is an indispensable multibillion-dollar global business integral to this industry’s success. Concurrent to live’s post-pandemic record-setting revenues and ticket sales were commensurate increases in investment by brands that recognize the space’s enormous value in targeting an incredibly powerful demographic, which extends well before and after show time.

For proof of branding’s power, look no further than the 2024 earnings report for Live Nation, the world’s largest concert promoter. Its Sponsorship and Advertising division generated nearly $1.2 billion, $100 million more than 2023, and is the second largest revenue producer for Live Nation behind ticketing. And branding is now a global phenomenon with both U.S. brands and international brands understanding live’s value like never before.

Here, Pollstar has selected some of the year’s most successful, impactful and innovative branding initiatives to spotlight the myriad ways which brands can engage consumers in sensational, never before seen ways.

This issue also includes an Executive Profile with Russell Wallach, Live Nation’s Global President of Media & Sponsorships (read here), a survey with brand specialists in the live industry (read here) and a guest post from Keith Gelman of Talent Partnership Advisors (read here). All will tell you there are no limitations on creativity in branding in the live space or the multitude of ways it will continually evolve, which Pollstar will continue to chronicle and celebrate. 

Brand Talent Deals Can Fail: Here’s A New Playbook

Key Performance Indicator: How Live Nation’s Russell Wallach Has Upped The Branding Sponsorship Game In Live

Branding Survey 2025: On Brand And In Command

Delivering Excellence: DHL Helps Coldplay Save The World As Band’s Official Tour Logistics Partner

Roll With It: Coca-Cola Adds Life & A Pop-Up Roller Ring To Lollapalooza

Live Nation Brings Casa BACARDÍ Caribbean Party To Festival Season

Augmented Reality Brat: White Claw Brings Charli xcx To Your Kitchen Table

A Deal For The Eras: Capital One Charges In With Massive Taylor Swift Partnership

The Big Score: Penn State’s Beaver Stadium Lands $50M Naming Rights Deal From West Shore Homes

London Calling: Usher Takes Over UK Capital With Multi-Brand Activation

Synergy Energy: Green Day Gets A Jolt With Monster & 7-Eleven Coffee Partnerships

The Chalupa Van Experience: Taco Bell’s Feed The Beat Sustains Up-&-Coming Touring Bands

Fly Smart. Land Happy: Alaska Airlines Upgrades Coachella & Stagecoach Fan Experience

Elevated ‘VIPee Restroom Experience’: Charmin Offers VIP Bathrooms In GA At Dreamville, Roots Picnic