Live. Is. Back.
This past week and weekend, concerts were held across the country signifying the continued ease of social distancing and capacity limitations. If you are like me, one of the hardest parts of the past year and half has been not being able to go to concerts or any other live music events. These events bring fans, like myself, true happiness when they are able to see their favorite artist, perform their favorite song, surrounded by their favorite people.
When COVID first hit, the halt to such events took a toll on all music-lovers AND brand partnerships. BUT, the long wait is over! In this blog, Hollywood Branded discusses 3 concerts from this past holiday weekend and what live music being back means for brands.
#1: ILLENIUM Trilogy
Three sets in one night? Yes – ILLENIUM just did that! The DJ was the first music artist to have a headlining concert at Las Vegas’ brand new venue, Allegiant Stadium, home of the Las Vegas Raiders.
On July 3rd, ILLENIUM held the largest concert of his career. With 65,000 people in attendance, plus thousands more live streaming, ILLENIUM performed a trilogy – three sets each highlighting his first three albums: Ashes, Awake, and Ascend. And let me say this, all three of these albums are incredible! I am beyond jealous of all those in attendance who were able to hear him perform my favorite song of his, Fractures, live. The song has about 42 million listens on YouTube – give it a listen here and let me know how much you like it!
The four-hour set was about closing the door on one musical chapter and setting the stage for his next album, Fallen Embers, which gets released July 16th.
According to ILLENIUM, “My plans were to take it on tour last year, but the pandemic wouldn’t allow it. So we’re going to do it in one huge show, three sets, and it will be the biggest show I’ve ever done. I’m beyond excited to be able to do this in Las Vegas. It will be insane."
Yes - insane it was! The Trilogy show was able to break the record for the biggest dance music event for a single headliner in American history!
You can watch all three sets here.
Source: Google Images
#2: Kygo x Red Rocks
Before I even get started, I need to say that Kygo is one of my favorite artists – I think the way he mixes his talent with other musicians to create hit after hit song is something that should not go unnoticed! Another thing to note, I am originally from Denver, which is about a 30 minute drive from the iconic Red Rocks Amphitheater. Let me tell you: when I found out that Kygo’s first live concert back in action post COVID was going to be at Red Rocks and I was not going to able to make it… well, I was in a BAD mood for a couple days.
Back on June 1st, Kygo announced on Instagram that he will be playing his first show back AND Red Rock’s first full-capacity show on June 24th. Tickets sold out the day they went on sale.
Kygo has played at Red Rocks before, but this concert was unlike any other. He brought together artists such as Justin Jesso (featured on Stargazing), Valerie Broussard (featured on Think About You), and Parson James (featured on Stole The Show) to create an all-around experience by playing hit after hit with special guest after special guest. SHEESH, just writing this I am getting jealous again!
After his performance at Red Rocks, Kygo jetted his way to Las Vegas to perform at both the Wynn and Encore, then fly back to Colorado to play at the iconic Belly Up, Aspen.
Source: Instagram
#3: Miley Cyrus x Las Vegas
What better artist to kick-off a grand opening celebration during the 4th of July weekend other than the queen of partying in the USA herself, Miley Cyrus!
Miley performed at the newest hotel on the strip, Resort World Las Vegas, on the 4th of July at the resort’s Ayu Dayclub. The resort officially opened on June 24th, but waited to hold its grand opening celebrations until this past holiday weekend when hundreds of thousands of people flocked to Las Vegas to celebrate the long weekend.
In addition to performing in front of a live crowd, Cyrus’ set was also simultaneously broadcasted on Resort World’s 100,000-square-foot LED screen that faces the strip for everyone to see!
Miley rocked an iconic mohawk during her set which included hit songs like The Climb, Wrecking Ball, Heart of Glass, and Jolene.
Cyrus also continued the celebration of Pride by bringing out Kylie “Sonique” Love, a reality star and drag queen known for being the first to come out as a trans women on RuPaul’s Drag Race, during her cover of The Guess Who’s song, American Women. After the show, Miley posted a picture of her performance with Sonique and captioned it, “THIS is the new AMERICAN WOMAN! @xosonique IS my Miss America!!!!!! You take the crown mama!”
Source: Instagram
So... What Does Live Music Being Back Mean For Brands?
For brand marketers, live music poses a great opportunity to get their products or services into the eyes of hundreds of thousands of people, especially those in the younger demographic.
In fact, AEG (a live music promoter) and Momentum Worldwide (a marketing agency) conducted a study to find out how millennials truly feel about music events with brand sponsors. According to the study:
- 93% of respondents say they like brands that sponsor live events
- 81% say that brand experiences/activations they have been a part of have been the best in a live music setting
- 80% noted the best way to reach their age group is through music events
- 89% perceived the brand as more authentic
- 80% purchase a product from a sponsoring brand after the experience
That study proves that live music is great way for brands to get their image and likeness out into the world. Live music offers the ability for brands to set up different activations, events, sponsorships, and experiences to catapult their reputation.
And it isn’t just live concerts that offers space for brands. Music festivals, album release parties, and music video exposure are great ways to incorporate a brands image or message into an authentic setting.
Live music isn’t just about entertainment. In the eyes of marketers, it is a way to use unique and creative marketing techniques – so even if you don’t like live music, BUT are a brand marketer, seriously consider looking into such events as your next form of advertising!
Eager To Learn More?
If you want to learn more about how music events can help your brand, check out these other blog posts that our team has written on the subject!
One of the best ways to market your brand to different generations is through the universal language of music. However, all generations react differently to different types of music. Watch our video below to learn the best music to use to market your brand to different generations!
