Big Game Engagement Shows Why Live Music is a Win for Brands


Some people watch the Super Bowl for the football, others for the ads, but we all check out the music during the halftime show. And for Gen Z, music is the real MVP, with three in four saying halftime performers sway whether they tune into the game at all.

Live Nation’s global president Russell Wallach shared with Adweek how brands can deliver Super Bowl-level engagement far beyond game day with global audiences.

In terms of in-person attendance, Live Nation’s concert business does the equivalent of putting on five Super Bowls per day, all year long.
Russell Wallach, Live Nation's Global President of Media & Sponsorship

of U.S. fans say a concert was one of the most memorable moments of their lives


of U.S. fans agree that brands offering live music perks share their values

Read more about how brands can deliver Big Game engagement all year long with global audiences through live music on Adweek.

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