Why Brands Are Turning to Live Events to Boost Loyalty


Ad Age spoke with Russell Wallach to discuss how Live Nation is expanding brand partnerships globally, helping drive sign-ups to brand loyalty programs onsite and improving measurement in the space to prove ROI and capture more deals.

Brands are understanding more than ever that music is one of the best ways to connect with their audiences.

The music audience is more diverse, we’re targeting audiences from a global perspective, and the combination of diverse audiences with the opportunity for brands to create unbelievable experiences for fans is truly creating them lifelong fans.
Russell Wallach, Live Nation's Global President of Media & Sponsorship

of U.S. live music attendees are women.

We’re able to reach a harder-to-reach audience in live events; that’s led to a wider array of brands. Now you’re seeing beauty, fashion, different types of beverage brands, health and wellness, are coming into the live music ecosystem.

Live music is the number one category globally that fans expect to spend more money on in the future, outpacing travel, shopping, movies and dining out.

Read more about why brands are scaling partnerships internationally with live music and seeing a surge in loyalty, and how Live Nation is improving measurement in the space to prove ROI and capture more deals on Ad Age.

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