The only thing cooler than living like a rock star is being a rock star.
And today the preferred way to show off rock god status is on social media. Because, let’s face it, rock stars have plenty of awesome stuff to share with legions of adoring fans. Especially on tour – it’s where the social media magic happens. Pics from every gig. Videos of tour bus life. Behind-the-scenes moments of unwinding before the show. Like this Insta-gem, from 2016 Vans Warped Tour artists Bullet For My Valentine:
Musicians are masters of the art of connecting with fans over social media. It’s no wonder that, as of March 2016, six of the top ten Twitter accounts in terms of number of followers belong to musicians. Katy Perry dominates the top spot, with, at the time of writing this, just over 87 million followers. Close behind her are Justin Bieber (80 million) and Taylor Swift (nearly 76 million). The only non-musicians in the Twitter top ten are Barack Obama, YouTube, The Ellen Show, and Twitter (which is pretty meta).
In an era where we get everything right now on Instagram, Twitter, YouTube, and Facebook, brands are searching for ways to get close to this type of demand. But their own accounts just don’t engage the same way a music artist’s can.
And that’s okay. Because a music artist sponsorship during a big summer tour, like Vans Warped Tour, can. 4Fini has been in this business for more than two decades, so we have relationships with and access to hundreds of the top, up-and-coming bands on tour this summer. We know bands. We know brands. And we know how to put it all together to ensure sure your music sponsorship fires on all social cylinders.
Seamless artist integration on social media is all about the real-life, in-the-moment stuff that young music fans can’t get enough of. And, it’s one of the best, most cost-effective ways to gain access to a wide spectrum of artists – and reach and connect with hundreds of thousands of Generation Z fans – for months, not days.
Here are just three ways we help brands get the most of their music artist sponsorship by creating an authentic fan connection across social.
Social feed takeovers
The social media takeover is an effective way for brands to leverage the popularity of a favorite band or musician. Artists control a brand’s Twitter or Instagram feed for a day or two, like 2016 Vans Warped Tour artists Assuming We Survive. They recently took over the tour’s official Instagram feed to promote this summer’s tour and their new album, sharing pictures and video exclusives. Fans loved it; the band’s updates received hundreds of thousands of likes.
A photo posted by Vans Warped Tour (@vanswarpedtour) on
A photo posted by Journeys Shoes (@journeysshoes) on
Exclusive behind-the-scenes access
Some of the best ways for brands to pique fans’ attention is when their social feeds serve as roving “rockumentarians,” giving fans a behind-the-scenes look into tour lifestyle and shenanigans. Artist interviews, day-in-the life videos, and Q&As are just some of the ways brands can squeeze the most social juice from their music sponsorship.
A great example is Monster Energy. As part of its Vans Warped Tour music artist sponsorship integration, the brand runs the Monster Energy Pit Blog on Tumblr. Updates and interviews with fans’ favorite bands are posted before, during, and after the tour. Monster even partners with a reporter who’s dedicated to keeping the blog fresh and fierce all summer long.
Being part of the organic rock story
The most amazing tour moments happen naturally. Sometimes the brand is in the background. Sometimes front-and-center. But when the brand is integrated seamlessly on social, you can be sure it will be there, associated with the coolest artists that young fans can’t get enough of.
As part of its 2015 Vans Warped Tour sponsorship integration, Vans gave a branded care package, which included free Vans sneakers, to tour artists like fan favorite Pierce the Veil. The band customized their Sk8-Hi kicks, showing them off to fans both in-person throughout the tour and on YouTube. When your favorite band rocks your favorite sneaks, you notice. It’s the ultimate endorsement. It’s priceless. And it works. It’s why brands like Coca-Cola and Everything Everywhere (EE) spend millions on online music festival artist integration.
Access to uber-engaged Gen Z fans is something so many brands desperately seek. Because so many fans live vicariously through their beloved artists on social, following, liking, commenting, and sharing everything. But the brands that sponsor the artists have to keep it real. When they do, they enhance the fan experience, giving them an all-access pass to the glitz and glam of tour life, and to all the little off-stage moments that make up the unpredictable and accessibly aspirational life of rock stardom.
What brand wouldn’t want to be a part of that?
This summer’s Vans Warped Tour will be here before you know it. Are you ready to rock?