Is the concert stage the new battleground for brand supremacy? In a post-pandemic era, where live events have become a crucial source of entertainment, it seems that brands are tuning into this trend, partnering with music extravaganzas to strike a chord with their target audience.
The year 2023 witnessed a staggering 26,359 live events across 250+ cities, drawing a massive crowd of 13.5 million attendees as per BookMyShow’s annual report.
Notably, Tier 2 towns experienced a remarkable 225% surge in ticket sales for live events compared to the previous year. The allure of curated international live entertainment soared by 82%, capturing the hearts of diverse demographics.
With 39% from Gen Z and 49% from Millennials, the demographics at live events paint a dynamic picture. It’s a captivating mix that has caught the attention of brands seeking to weave their narratives into the cultural fabric of these events.
Lollapalooza Mumbai: A Case Study
The upcoming Lollapalooza in Mumbai, set for January 27-28, promises to be a resounding success, with a stellar lineup featuring global icons such as Sting, Anoushka Shankar, Jonas Brothers, and Halsey, among others. Following a triumphant first edition, the festival anticipates an impressive turnout of 60,000 attendees over two days.
Nexa, Levis, Vedica, and Diageo are returning sponsors from the previous year, demonstrating their commitment to the festival’s success. Additionally, new sponsors like Maybelline and Cred are joining the lineup, recognizing the unique opportunity presented by Lollapalooza.
Brand Perspectives: Connecting with Consumers
Owen Roncon, Chief of Business at BookMyShow Live, emphasizes the festival’s ability to connect with a diverse audience. The inclusion of Sting in this year’s lineup aims to attract an older demographic while maintaining the festival’s appeal to the youth. Roncon highlights the importance of ticket sales as the primary revenue focus, with sponsor commitments covering 20% of costs, 10% from F&B, and the majority, 70%, from ticket sales.
What makes live events an enticing stage for brands? It’s a unique opportunity to bring premium offerings to the table, engage a captive audience for two days, and align products with the themes of self-expression, music, good times, and happiness. This intimate connection allows brands to position themselves effectively, attach to the youth demographic, and showcase products and experiences in a lively, dynamic setting.
Brand Spotlights: Maybelline and Vedica
For Maybelline’s Smruthi Rajagopalan, Lollapalooza marks the brand’s first-ever partnership with a music festival of such scale in India. The makeup giant’s assistant general manager sees this as an ideal platform to connect with its core consumers, recognizing the natural synergy between makeup and music as unique forms of self-expression.
Rajagopalan said Maybelline plans to offer interactive experiences, encouraging attendees to explore and experiment with new swatches and styles. For her, the festival also serves as the launch pad for some exciting new products in 2024.
Vedica, a premium water brand from the house of Bisleri, sees live events as a regular haunt for brand visibility.
Tushar Malhotra, the head of marketing believes, with partnerships in over 200 events annually, Vedica capitalizes on the universal need for hydration during events. Tushar also emphasized the sound business case of getting revenue from sales at these events. The exclusivity of their brand presence breaks through the clutter of an otherwise competitive industry. Tushar says this also establishes Vedica’s premium positioning.
Harmonious Crescendo: The Future of Brand-Event Partnerships
In the symphony of live events, brands are discovering a powerful medium to engage, connect, and resonate with their audience. As the curtains rise on Lollapalooza and similar festivals, the partnership between brands and live events promises a harmonious crescendo that echoes in the hearts and minds of consumers. The stage is set, and brands are making their presence felt in this dynamic and ever-evolving arena.
