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Inside the changing face of live music sponsorship

The pandemic has changed the game for live music sponsorship, according to prominent figures across the business.

With question marks arising over whether brand tie-ins have lost its allure or remain a premier choice for brand leaders, most signs appear to point towards the latter.

Bijal Parmar, head of consumer marketing for Virgin Media O2, indicated much of the appeal for sponsors was derived from music’s “immense power” of connectivity.

“It’s a common culture and a universal language that during the pandemic – and even post-pandemic – has been able to unite people,” she said. “It’s something that has kept people connected, so we’re able to use it to articulate our brand strategy and provide an experience for our customers… So it’s a memory that we’re creating, not just an event.”

Dukagjin ‘Dugi’ Lipa, founder of Republika Communications Agency and co-organiser of Kosovo’s Sunny Hill Festival, with his daughter, Dua Lipa, discussed the evolving relationship.

“Rather than just being that transactional stance between the artist and the brand, we see a lot of changes and different approaches from brand partners,” he said. “Now it’s more connected to brand values: do they see anything that can have longevity rather than just one kind of interaction between the artist and the brand?”

“We get a lot of brand offers, but it’s never about the money”

Dugi pointed out that although the global success of Dua Lipa’s second album Future Nostalgia had placed her in even higher demand with would-be sponsors, there were additional considerations to take into account.

“We get a lot of brand offers, but it’s never about the money,” he insisted. “It’s always about the long term partnership and the values. You become part of the brand and the brand becomes a part of you for that period of time.

“Even though you have a lot of offers, you have to be very, very careful what your next step is and who you are going to be affiliated with, etc. We are living in a new kind of world, where everything is online, everything is reachable, everything is accessible to you. So you have to be very careful who you work and why you do it.”

US-based ASM Global EVP of marketing Alex Merchan summed up the venue company’s approach.

“A key thing we find is really looking beyond just the transactional relationship,” he said. “What is in it for both parties? We’re looking for partners that we can find unique, creative things that add value to the fan experience, or to the facility itself.”

Music Venue Trust CEO Mark Davyd explained the organisation’s formation in 2014 marked a turning point for the grassroots sector’s relationship with brands. Davyd referenced the Revive Live showcase, launched in July 2021 with support from the UK National Lottery, which contributed £1 million to directly underwrite the touring and production costs of hundreds of live performances.

“Post-pandemic, it seems to me like a lot of the brands are becoming smarter and not overlaying quite so much,” he suggested. “Our deal with them doesn’t really involve us saying ‘the National Lottery’ very much at all. What they’re looking to do is own the space where an artist broke through, from being unknown to being a touring artist. They want to own that across a number of years.

“In five years’ time, they’re hoping that one of the 60 or 70 tours we’ve already put out will be by the next Adele or Dua Lipa – and they want that reputational branding, rather than a big ‘look what the National Lottery has done’ shout, and that feels quite different. I’ve done a lot of branding where quite often you weren’t really sure why the company was there, but you liked their money. But what we’re now seeing is a lot more of a focus on, ‘What is the authentic experience and how can our brand sit alongside that?'”

“The reaction from the audience is tangibly different than it was before Covid. And I think brands can see that and want to be part of it”

Davyd added that Covid-19 had acted as a “wake-up” call for people who had previously taken their local venue for granted.

“They had to drive or walk past it when it was closed for nearly two years and they really thought, ‘Wow, I could lose that,'” said Davyd. “In this pandemic, a lot of the audience reconnected with what they’ve missed. I’ve been to about 200 shows already and the reaction from the audience is tangibly different than it was before Covid. There’s a real atmosphere in the room of being so happy to be there. And I think brands can see that and want to be part of it.”

CAA UK’s Bradlee Banbury continued on a similar theme, saying many brands had been forced to rethink their relationship with live music due to pandemic.

“They had been lazily badging tours or festivals, but not really activating in a different way with music fans,” he said. “And when we went into the pandemic and there were no live events happening, I think everyone had to reinvent the wheel a little bit. There were some brands that already had strong connections with musicians established for years and they lent into it quite easily. But there were others that were just completely shocked by the whole experience.

“Post-pandemic, I think everyone will have a bit more of a strategy to spread the money a little bit further and make that connection with the actual fans, rather than just badging a tour [although] there’s a place for that as well.”

Banbury spoke highly of drink brands White Claw and Jagermeister’s link-ups with All Points East.

“They’ve got their own stages,” he said. “So you’ve got a lot of fans seeing a show, drinking Jagermeister or White Claw; they’re having a party and they’re really enjoying it. Those brands have brought something to the table.”

This discussion took place as part of the Sponsorship: Falling through the cracks? panel at ILMC 34 in London.

 


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V Festival returns for 2020 as online event

The UK’s V Festival – which in its heyday drew crowds of 170,000 across two sites in Essex and Staffordshire – will return as a one-off digital event later this month.

V Festival 2020 will be broadcast as a three-part television special on 21, 22 and 23 August. Festival headliners are Olly Murs, Dizzee Rascal and Anne-Marie, who will perform live from the original V Festival site at Hylands Park in Chelmsford, Essex.

In addition to new performances livestreamed from Hylands Park, the ITV2 special will also feature archival footage of past V Festival performances, as well as interviews with artists about their favourite V sets and memories. More performers will be announced in the coming weeks.

Cilesta Van Doorn, executive director of brand and marketing at broadband company Virgin Media, which is behind V Festival 2020, says: “We are thrilled to announce that V Festival will be returning in 2020 with a virtual twist. Festivals are a catalyst for connecting to each other, and they’re often social events as much as they are musical.

“Although we can’t flock to the fields physically this year, we’re so excited to enable people to stay connected not only to incredible live music, but to their friends and families online too.”

The last edition of V Festival, which debuted in 1996, took place in 2017, after which it was replaced by a new event in Chelmsford, Rize Festival. Rize did not return in 2019 following a disappointing first year.

“To come and sing at Hylands Park again was an easy ‘yes’”

“V Festival holds a very special place in my heart […] as not only did I used to go every year with my mates and camp as a punter, but I later got the chance to actually perform there and be invited back four times,” says Olly Murs. “Headlining the MTV stage in 2015 was definitely a career highlight of mine, as was jumping on stage with Madness to sing one of my favourite tracks of all time, ‘It Must Be Love.’ I’ve had some pretty special memories at V, so to come and sing at Hylands Park [again] was an easy ‘yes’.

“It’s great that ITV2 and Virgin Media are bringing V Festival into people’s living rooms, and I’m very glad to be a small part of that.”

Paul Mortimer, head of ITV’s digital channels, adds: “V Festival is a huge part of the UK’s festival history and the ITV2 team are so pleased to be able to play a part in bringing it back to the masses for one year only.

“The star-studded line-up music fans have come to expect from V Festival will be bigger than ever. We’re dipping into the archives to showcase some throwback performances, too, so people can reminisce on some of their favourites memories from past years.”

V Festival 2020 will air on ITV2 from Friday 21 to Sunday 23 August.

 


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