's"Fortnite" concert in early August drew millions of viewers.
's"Fortnite" concert in early August drew millions of viewers. Killian expects those kinds of music experiences to merge into a branding"hybrid," in which festivals working with companies like alcohol-delivery service Drizzly or cooking company Blue Apron to provide home viewers with resources to enjoy a livestream or other digital event.
"I don't think you see brands shying away from partnerships or sponsorships, but they may be slightly different," he says."Technology drove us forward three to five years in a couple of months [during the pandemic] as brands adapted to this new reality."Many companies, and live promoters, say brands are plunging back into concerts as quickly as tickets can go on sale.
Live Nation has signed up dozens of sponsors for its upcoming shows, including 11 sold-out festivals since Lollapalooza. Although some brands are"holding those budgets" for 2022 events, according to, Live Nation's global president of media and sponsorship, the top promoter has sold out 11 festivals since Lollapalooza, all of which were festooned with brands.
"Ninety percent of our partners have stuck with us through the pandemic. Will there be blips along the way? I can't predict everything," he says."But brands are interested in being involved with sponsorships and marketing programs where there's an audience.", co-founder of marketing agency MTW."They want to be where the consumer is."
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