Every Show Tells a Story—And Creators Are Telling It in Real Time
Live music is more than just a stage for artists—it’s a real-time content machine, and Live Nation brings creators right into the action, amplifying the onsite experience with incredible engagement at every show. What began as traditional advertising approach has evolved into a proactive, always-on creator ecosystem, allowing brands to connect with the right audiences in the most meaningful ways. With fresh strategies like exclusive access to events and more conversation-led content around the live music experience, CreatorXNation—led by Live Nation’s digital and social media powerhouse, Sam Sichel—helps brands make content that truly resonates with fans.
At the IAB ALM Conference in Palm Springs, CA, Sam joined NBC’s Ellen Stone to discuss how brands can turn live events into content that drives culture, how creators are extending the fan experience, and why marketers need to pay attention to this global platform now more than ever.
When fans see live music content on social, they don’t just watch—they show up. Our research proves it: live music content drives attendance, and creators are fueling this momentum. For brands, tapping into this means more than just engagement—it’s a chance to lead the global conversation and shape culture in real time.
The best brand and creator partnerships in live music happen when influencers are massive fans. Everyone has that one band or artist they can’t wait to see, and when a creator shares that excitement and experience, it resonates with their audience. CreatorxNation connects brands with the right creators at the right events, amplifying excitement before, during, and after the show — delivering over 50% engagement per post. It’s what makes live music your favorite creators favorite partner.
Live music fans don’t just watch—they drive culture. 84% have more influence than their peers, making them the ultimate brand ambassadors. To break through, brands must take a fan-first approach, turning unforgettable moments into shareable stories—with their brand at the center. Creators make this storytelling feel even more natural and authentic.
Live music is global. Artists and fans are no longer bound by borders, and neither is the content we consume thanks to streaming and social media. Whether it’s Karol G selling out stadiums in Europe or Stray Kids bringing K-pop to Lollapalooza Chicago, creators transform these moments into global movements—bringing fans into the experience no matter where they are and putting brands in front of millions in real-time.
Brands Who’ve Turned Live Music Moments into Fan Engagement Wins
Martell Brings Bold Flavors to TwoGether Land
Martell brought the heat to TwoGether Land with Drew Wall, the lifestyle creator better known as the Target Tripod Man. His content took fans on a walk through the Martell activation, showcasing their specialty cocktails and the unique energy of the experience. The post drove over 50% engagement, proving how the right creator brand partnership can fuel deeper fan engagement.
Coca-Cola Skates to Life at Lollapalooza
Coca-Cola rolled into Lollapalooza 2024 with creator Lauren Gibson, giving fans a front-row seat to the magic of their Roller Ring onsite experience. The content perfectly captured each element of experience from the skates to the Coke studio branding and drove a 19% engagement increase.
Digital content and live music don’t just intersect—they amplify each other, creating unmatched opportunities for brands to connect with fans around the world in ways that are real and relevant. Live Nation provides creators with exclusive access—backstage, side-stage, and beyond—offering brands a front-row seat to culture. By harnessing the influence of creators and the power of live music, we help marketers drive awareness, visibility, and lasting loyalty. Reach out here to learn more.
