Let’s Ride: How Live Music Accelerates Automotive Brands


Abby Tompkins, our Integrated Marketing Manager, and Michael Pavone, our Product Marketing Manager, share insights from our “Road to Live” fan study, which uncovers the big emotions fans get when sitting behind the wheel of their car. 

Every 11 minutes, there is a Live Nation event somewhere in the world that draws music fans from near and far. Whether a road trip to Bonnaroo or your hometown amphitheater, every live event is an incredible journey to the moment when the lights dim down, the crowd roars up, and the stage comes alive. Our “Road to Live” study explores how connecting with fans during the shows they love can set automotive brands apart from the crowd.


of live music goers are likely to be in the market for a car over the next year.

While reliability, safety and price top their auto decision making (like other customers), live music goers are also looking for their next vehicle to align with their values, provide the latest technology, and support their desire for travel and exploration.


of fans say that partnering with live music will make your automotive brand more culturally relevant.


of fans agree “I think auto brands should collaborate with live music events more often”.

From Gen Z’ers to Boomers, General Admission to VIP, Live Nation’s diverse portfolio of festivals and concerts captivates millions of engaged consumers who are receptive to the brands that come along for the ride and shape the culture of tomorrow.

That’s why automotive partnerships like Rivian x U2 at the Vegas Sphere, Subaru x Boston Calling, and, most recently, Defender have turned to Live Nation to create meaningful, scaled, performance-driven connections with target consumers ‘in the wild’ of live music culture.

From “Fans In Stands” to “Butts In Seats”

So buckle up, because our 360º live music marketing team is ready to drive your brand down the road to exponential growth. Find out more at: sponsorshipcommunications@livenation.com

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