Building Brand Loyalty with Year-Round Support for Veterans
For current and former service members, live music is more than entertainment—it’s a vital connection to family, friends, and community. New research shows that military audiences have a stronger following for live music than even major sports leagues, with veterans and active-duty members particularly drawn to rock and country festivals. Here’s how brands can serve those who’ve served us.
Year-Round Support Deepens Loyalty
Military audiences notice which brands genuinely support them beyond Veterans Day. While many brands focus their efforts on a single day, an impressive 92% of military live music fans feel more connected to brands offering year-round resources and perks, and 89% expect brands to sustain this support for the military community throughout the year.
One powerful example of year-round commitment comes from artist Zac Brown, who actively honors veterans at each concert. Zac not only takes time to meet with a veteran at every show but also invites them on stage as a show of respect and appreciation. Beyond the stage, his dedication is evident through Camp Southern Ground, where he provides veterans with meaningful resources and programs all year long. It’s a model for how artists—and brands—can make a lasting impact by consistently showing up for those who’ve served.
Takeaway: Consistent engagement—such as loyalty programs, special discounts, or exclusive events—reinforces trust and builds stronger, lasting loyalty.
Fans Want Brands to Support Veterans, Too
It’s not only military members who value this commitment—civilian concertgoers also appreciate brands that actively honor veterans. 91% of non-military live music fans believe brands should support military and veteran causes, while 90% agree that brands should collaborate with veteran organizations.
Takeaway: Aligning with military causes resonates broadly, enhancing a brand’s community values and appealing to a wider audience.
Military Support Enhances Brand Reputation
Brands that consistently support veterans and active-duty members gain significant boosts in brand perception. Brands that engage with military causes are seen as more trustworthy (64%), patriotic (54%), and generous (52%).
Takeaway: Supporting military communities isn’t only goodwill—it enhances core brand attributes like trust and loyalty, positioning brands as patriotic and values-driven.
of live music fans say that offering perks for military and veterans shows me a brand cares about what I care about.
of live music fans say that offering perks for military and veterans shows a brand cares about my community.
Local Partnerships Make Brands Stand Out
At live events, military members value brands that partner with veteran-owned businesses, which 90% say strengthens the connection between the brand and military audiences. Local partnerships demonstrate commitment and build authenticity.
Takeaway: Partnering with veteran-owned businesses at live events adds local impact, showing a brand’s dedication to the community.
Live Music Perks Increase Brand Preference
Military attendees value perks that enhance their experience, such as exclusive seating, discounts, or family-friendly offers. 79% of military live music fans are more likely to choose brands offering perks specific to them, and 88% believe it elevates the brand’s appeal.
Takeaway: Perks tailored to military members—like family access, VIP upgrades, or ticket discounts—create memorable experiences that foster brand loyalty.
Top 5 Perks Military Fans Want at Live Music Events
- Ticket Discounts
- Seat Upgrades
- Discounts on Food and Beverage Onsite
- Branded Clubs, Lounges, or VIP areas for military fans and veterans
- Signage or flags that support the military fans and veterans
Turning Support into Lasting Connections
Supporting veterans and active-duty members year-round offers brands a unique chance to connect deeply with an important and influential audience. By integrating live music perks, collaborating with local veteran businesses, and providing genuine, ongoing support, brands can transform live events into a meaningful experience for both military and civilian fans. Brands that go beyond Veterans Day create a lasting impression on those who value authenticity and community.
Want to learn more about connecting meaningfully with the military community year-round? Email us to explore impactful strategies for your brand.
