Recitals 2023: Brands Try to Get in the Show's Boom

The boom in live music that came after the pandemic made many companies take advantage of an audience that is more receptive than ever to receive their messages.

In this context, the brands wasted no time and jumped on the wave. For those who are able to do it well, it can be a fertile ground to transmit messages and position themselves. But this is not for everyone: here the firms that have the ability to speak the same language compete and, above all, understand that here the protagonist is the one who is on stage.

"I see a very fertile space for brands especially when it comes to live music, because they are generally very receptive audiences. Today brands are looking for an emotional bond with audiences, which is what determines the final choice. Strengthening that emotional bond is the goal", explains Luis Rey, managing partner of FutureBrand.

According to a study by Live Nation, live music creates deep attention and engagement, which generates highly receptive fans: When audiences feel emotional intensity, they are 63 percent more likely to connect with brands.

Rey highlights another important issue: this type of audience is generally young and very friendly to social networks and digital media, which results in a shorter path for the dissemination of a message. "If one manages to get attention, it can be spread quickly". That really generates a shock wave that can be exponential. "For better or for worse", he warns.

Likewise, despite the fact that it is a receptive environment, entering these audiences has its ups and downs. "Not just any product or industry can go. Brands that want to get into that micro climate have to meet certain parameters and the barrier is high. You have to talk to the codes of that tribe: if you are out of code or you do not link well, they will see you as a freak", sums up the managing partner of FutureBrand.

In addition, we must put aside egos and understand that the protagonism is not of the brands, but of the artists. "The right thing is to handle it as something complementary, not to compete with the artist. Especially because those who are there listening are people who maybe travel miles to see a band. You have to improve the experience that you are going to live at the recital", Rey recommends.

For the executive, betting on these events allows them to get closer to all targets, not just those who pay for the service. "It's critical for the strategy", he clarifies for whom the natural place of the brand is to bring that music to as many people as possible. "It's not just putting the logo, it's federalizing access to that content that often happens in Buenos Aires".

According to the executive, expectations were very high, mainly because of the opportunity to reconnect with the public after the pandemic. "Although during that weekend we had installations and an increase in the number of users who incorporated the Prime membership, our expectations with the return on investment were thought more in the medium term, with the aim of being at the top of consumers' minds", he explains and mentions that after the good experience they do not rule out continuing along the same line of actions.

Source: https://www.cronista.com/