Advertising Week NY 2024: How Live Music is Driving Brand Loyalty
As more brands compete for attention, marketers turn to live experiences that matter most to make a lasting impression. With experiences taking center stage, live music leads the way.
At Advertising Week NY, Live Nation’s Chris Loll, COO of the Media & Sponsorship division, shared valuable insights on how brands are successfully leveraging the power of live music to stand out, cut through the noise, and drive lifelong loyalty among fans.
5 Takeaways from Advertising Week NY 2024
Delivering Memories at Scale
The energy at concerts and festivals is unique and special, fueled by the emotions and connection fans feel in the crowd—with the artist onstage and the crowd around them. Our fans say these are some of the most memorable moments of their lives. Each experience sticks with them, and with Live Nation reaching over 145 million fans across 50 global markets, that scale offers brands endless opportunities to elevate those moments to become part of lasting memories.
Jump In and Add Value
The fan journey begins the moment they discover an event and extends through every step of the experience. From planning the trip and choosing what to wear to buying merch, snapping photos, and sharing the moment on social media, brands can seamlessly integrate into this journey and make it better. By enhancing these touchpoints, marketers can build deeper connections with fans and add real value to the cultural experiences that fans are already passionate about.
Engagement Every Night, All Year
Music venues attract new audiences every night all over the world, offering brands—global and national—a consitenad and always-on way to stay engaged with fans in their communities through culture. From Cisco providing WiFi at venues to Snap Nation helping fans share memories in real-time, brands can creatively connect at every stage of the journey.
Cross Categories
Live music is a universal passion, and brands recognize the value of integrating it into their strategies year-round. We’re seeing more brands across categories like payments, food & beverage, beauty, fashion, luxury and travel go beyond one-off moments to build deeper connections with fans through live music all year long.
Gen Z Culture
Whether you’re 8 or 80, live music is a universal passion for everyone, but especially Gen Z. If brands want to connect with this audience, they need to focus on what truly resonates with them, not just the brand’s business goals. Gen Z can smell inauthenticity a mile away.
Take the Electric Daisy Carnival (EDC), for example. This massive festival draws in 500,000 Gen Z fans over four days. Brands that want to connect must first understand the festival culture and how the fans show up to connect with one another. Take Dunkin’, which nailed it by combining coffee sampling with a DJ set, giving fans a caffeine boost to keep their party energy alive all night!
