The Rolling Stones changed everything back in 1981
in 1981 The Rolling Stones signed a 1 million dollar sponsorship deal with fragrance(parfum?) Jovan for the band's American tour
Jovan: allowed to place its logo on the Stones' tour posters and tickets
Jovan was aligning its brand with rock'n'rolls quintessential bad boys
it turned out that it was Stones' most successful tour
when the decade ended, brands had found their way into the concert halls
today: live music as a conduit for brand messaging is the norm
BUT today brands are also using other methods which are less expensive to feature/advertise their products:
today: brands are touching consumers across the live music experience
brands often spinor music venues, festivals and tours
new media, like digital, social and mobile media are not only cheaper, they're far more targeted in engaging fans, allowing not only brands to more effectively reach their desired consumers but also artists and events
one primary reason more tickets are selling today is because of the extremely targeted and efficient marketing opportunities afforded by strategic use of mobile, social, email, channel marketing and digital sales media
the music industry is using data analytics to sell more tickets and tackle one of touring's biggest obstacles: lack of awareness
FANS: we don't know if fans really embrace sponsorships, fans accept the pervasive presence of brands at live events as simply part of the concert milieu
fans take advantage of brands being woven into the setting: f.ex. through presages, interactive experiences, sampling, sweepstakes, giveaways or meet and greets
artists and events benefit beyond the cash
at the end, fans benefit from sponsorships!
artists camps often say that tour sponsorships help them keep ticket prices in line and field(bewältigen) more eye-popping production
all parties (the artists(more visitors), the fans, the brands) benefit from sponsorship
the social-driven brand-brand relationship is very powerful