The Global Study Making CMOs Rethink Where Business Gets Done
Live music is now the #1 global platform for reaching decision makers — here’s why brands are moving beyond the boardroom.
Today’s business leaders look a lot like the fans in the front row — younger, more diverse, and deeply connected to culture. And it’s shifting how brands need to show up.
A few years ago, B2B meant quiet handshakes and trade shows. But, now the C-suite is trading keynotes for the mainstage. They want to be a part of something different: real experiences, real culture, and brands that meet them there.
Live music reaches decision makers worldwide
New global research from Live Nation across eight countries reveals that live music is the #1 global platform for reaching business decision makers. Where sports are often confined to regions, live music crosses borders. Live Nation produces over 250 festivals globally, from Berlin to Bogotá, Chicago to Mumbai, and the fans follow. That scale means brands can show up wherever their audiences are, across borders and cultures. Decision makers aren’t just attending shows.
say they’ve planned a trip around a music event
say they’d be excited to attend a corporate event with live music.
Music over the motivational speech
When asked what kind of entertainment they’d prefer at a business event, business decision makers chose live music over motivational speakers, professional athletes, or celebrities. Why? Because music isn’t passive — it’s personal.
85% say they’re more likely to build real business relationships in a concert or festival setting.
It’s high energy, low pressure, and makes space for real connection. Live music doesn’t just entertain, it moves people. That matters when you’re trying to build relationships that last beyond a handshake.
Cultural relevance isn’t optional
Across markets like the North America, Europe and Asia, business decision makers say cultural relevance matters more than brand recognition. And they see music as the proving ground.
say attending live music is a core passion
say a brand that supports live music “gets” people like them
say they feel more positively toward brands that support live music
Decision makers still value sports — but more and more, they’re turning to live music for what sports can’t offer: cultural fluency, emotional connection, and the power of shared experience.
Content that actually connects
Business decision makers say social media is their #1 source of business news, and their music fandom follows them onto platforms like LinkedIn and Instagram. Nearly 2 in 3 follow musicians or bands on social, and they’re just as likely to engage with brand content that’s rooted in music as they are to follow the artists themselves.
That creates a clear opportunity: turn music partnerships into storytelling platforms. Let the fan experience carry your message.
Business doesn’t have to feel like business
This is what modern B2B looks like: cultural fluency, emotional relevance, and global reach.
And the people you’re trying to reach? They’re already at the show.
Interested in how your brand can grow through live music? Contact the Live Nation for Brands team to learn more about tailored opportunities for B2B impact.
Authored by: Jon Glickstein and Kevin Husson
