Why Live Music Hits Different for Snack Brands
Authored by: Christopher Swope, SVP, Brand Partnerships & Innovation
People show up differently at concerts.
They are more open. More curious. More willing to try new things. Anticipation has been building for weeks or months, and when the lights finally go down, they are ready to fully sink into the moment.
That mindset matters for brands.
Our fans around the world recently shared that live music is the ideal environment for snack brands, and not just because people give themselves permission to indulge for the night or the weekend.
In a world where most advertising interrupts, live music invites. It is one of the few places where brands can become part of the experience rather than something people tune out.
For snack brands in particular, this is powerful. Sampling is everything. And live music is one of the rare environments where trying something new feels natural, not transactional. People are already in discovery mode. They are open, social, and creating memories. When sampling happens in that context, it does not feel like marketing. It feels like a shared moment, that gets imprinted into their memory. That recall is valuable when they are making a purchase decision in the future. It triggers an increase in consideration and purchase intent, which has measurable commercial impact.
Fun, Viral, and Right Now
At a base level, snacks are fun. They are simple pleasures. They come in different colors, textures, and flavors. Some feel experimental and new, while others offer comfort and nostalgia. Almost all of them are meant to be shared.
Survey data shows that 77% of live music fans think it is important for a snack brand to bring a playful vibe to events. More than half say having the perfect snack at a concert or festival enhances the experience.
That word matters. Enhancing is very different from interrupting.
There is also a cultural factor at play. Younger fans, in particular, are driven by curiosity and social discovery. Gen Z fans are +87% more likely than the average fan to say they are open to purchasing a new snack brand if it is trending, and four in ten say they often try snacks they see on social media.
Live music is where those online trends become real-world behavior.
And for snack brands, this is where curiosity turns into action. Sampling in a live environment does not just create awareness. It creates association. When a new snack is tied to a favorite artist, a great night, or a shared memory, it becomes more than a product. It becomes part of the story.
of fans are more likely to say they will purchase NERDS after Gov Ball
of fans are more likely to say they love Blue Diamond after Sueños
of fans are more likely to say Tapatío Frozen Meals is a brand for them after Shaky Knees
A Practical Reason to Munch
There is also a simpler truth. People get hungry.
Fans often stand for hours. Sometimes their favorite artist is playing during dinnertime. Sometimes they just need something quick that will keep them going. Hunger does not follow a schedule.
Snacks are uniquely suited for these moments. They are portable. They are easy. They do not require a table, utensils, or a long break from the action.
Nearly three in four fans say they always or sometimes snack at a music festival. The top reasons include satisfying a craving, staying full between meals, and boosting energy.
These are small moments, but they add up. And for snack brands, those moments are where habits begin.
Where Brands Win
Sixty-nine percent of fans wish live music events offered more snacking options.
That is unmet demand. And the payoff is real. 70% say they buy from the brands they see within live music, and 1 in 2 fans would be more likely to recommend a snack brand if they sponsor live music events.
Relevance matters too. 72% of Gen Z fans agree that a snack brand that supports live music feels more relevant to them.
But the research is clear on one thing. Brands cannot just show up and expect to be welcomed.
They have to participate.
Fan-approved ways of doing that include free samples, meaningful giveaways, and offers that extend beyond the event itself. A cold drink on a hot day. A poncho in the rain. A snack that becomes part of the story people tell afterward.
This is not about logo placement. It is about relevant experiences that drive connection, intent, and memory.
In live music, brands do not win by being seen. They win by being remembered.
When snacks are experienced live, they do not just drive trial. They drive loyalty.
