More Innovations in Making Money Off Bands in the Digital Age

Can you say “corporate sponsorship”?

“It’s been 20 years since Neil Young famously declared that he wouldn’t sing for Miller or Bud. These days, most rockers are singing a different tune as the concert sponsorship business has skyrocketed.”

If you think about it, it’s not really that different than Nike sponsoring a basketball player, right?

An interesting expert opinion from right here in Austin, where C3 Presents manages the Austin City Limits festival each September (when October would really be much more enjoyable) and Lollapalooza:

Courtney Graber, dir. sponsorships for C3 Presents, Austin, Texas, which puts on Lollapalooza, said it works because “they do things that are relevant, and we take only a finite number of sponsors.” AT&T, for example, has its “Digital Oasis,” where patrons can recharge cell phones and check e-mail.

Brands are even getting involved in the ticketing process. Last month, Live Nation announced a multiyear marketing deal with Citi, giving the credit card company promotional access to concerts, online ticketing and Live Nation artists. In one recent promotion, Citi cardholders were given first dibs at tickets for the Police.

Upstart beverage company Sweet Leaf Tea (also here in Austin) claims that for businesses, the trend is beneficial in ways that go beyond automatically installed hordes of individuals becoming exposed to products. The shift towards sponsorship allows patrons to become acquainted with products in environments where they are “having a good time,” inserting a sort of instant gratification for the consumer. Hanging out in 100 degree weather at ACL? Thirsty? Sweat Leaf Tea is destined to up your enjoyment level considerably, and this kind of mental marketing goes a long way in this day and age.