Brands have historically been major players in the concert industry: In 2019, sponsorships accounted for $590 million of Live Nation’s earnings.
It’s no mystery why brands want affiliation with live music. It can be a powerful tool in reaching audiences across demographics—so much so that Live Nation found 62% of Gen Z and millennials say they can’t live without it.
For many brand marketers, the question isn’t if their brand should activate in the live music space, but how. The answer has become more complex as concerts have shifted from physical to hybrid models, coupled with the fact that 84% of consumers spend more time on online entertainment than in-person events, according to Deloitte.
But brands have found ways to keep consumers engaged. Cartoon Network’s grown-up programming block Adult Swim hosted its two-day virtual festival in 2021, with performances by rapper Lil Baby and others. Pepsi, of course, has the lock on the Super Bowl Halftime Show, bringing a virtual concert to over 112.3 million viewers across traditional television and its branded mobile app, Ultra Pass. In the VR space, AmazeVR and Megan Thee Stallion announced Enter Thee Hottieverse, the first-ever virtual reality concert tour kicking off this summer.
So, what steps guarantee successful livestream concerts for brand marketers? We brought experts together to create a checklist to put your livestream on the right path and your brand in front of the right audience.