Brands Are Music Fans Too, Not Just Pots Of Cash

As brands have an increasingly prominent presence in music activity, we look at how partnerships succeed and fail.

There was a time when artists working with brands was seen as a sell out. And to be fair, many of the early sponsorship deals were badly planned and executed – Duffy and Diet Coke anyone?

Promoters too, have not always managed to marry live music with brands in a way that works for the artist and the audience.

Often, brands would identify a music property, partner up and then expect the property to make concession and changes to fit with the brand requirements.

Essentially, they wanted to change what worked in the first place.

But, over time, music and brands have learnt to work more closely without compromising their integrity.

And many partnerships now deliver outstanding value for the brand, the band and the fan.