The anticipation of a concert can be as intoxicating as the show itself. It’s why music event sponsorships are as much about pre-show buzz as they are about being there on the big day.
The buzz was in full effect on March 22nd, when 4Fini President, CEO and Warped’s founder, Kevin Lyman, announced this summer’s Vans Warped Tour artist lineup LIVE from Full Sail University. Fans in the crowd went nuts and so did more than 20,000 fans online, who watched a live stream of the show from their devices and screens.
This was more than an announcement. It was an event. A teaser trailer for this summer’s blockbuster tour, and a preview of music sponsorship coming attractions. Joining Kevin on stage to assist were 2016 Vans Warped Tour artists Sean Foreman and Nat Motte of 3OH!3. Throughout the show, in-person and online audiences were treated to energetic performances from some of this year’s hottest tour artists, including Real Friends, Dash Ten, Wage War, and a ska-licious grand finale from Less Than Jake.
Crazy awesome numbers
The live stream was so epic that the lineup live stream has been viewed and re-viewed more than 158,000 times (and counting!). In a time when the average attention span lasts just 8 seconds, it is incredible that each live stream view lasted an average of 12 minutes. And extraordinary that almost half a million people visited the official Vans Warped Tour website, vanswarpedtour.com, on lineup announcement day. That’s more than double its highest traffic day to date, making March 22nd the site’s Best. Day. Ever.
This all drummed up soaring ticket sales. In more than 40 markets across the U.S., early bird tickets sold out in mere hours. And in Albuquerque and Salt Lake City tickets sold out in just a few days.
The announcement revved up the social swarm that will last throughout the summer. #VansWarpedTour was trending worldwide on Twitter and Facebook. And, every single one of the tour’s social media accounts got “the live stream bump.” Compared to 2015, followers of the @VansWarpedTour Twitter (932k+ followers, and growing) increased 15 percent. The tour’s official Facebook page (today with more than 1.9 million fans) saw a nearly 25 percent spike in monthly unique engaged users. And, the tour’s Tumblr and YouTube channel followers each increased by nearly 30 percent.
But the jewel in the Vans Warped Tour social media crown is Instagram, where the tour’s user base swelled by 62 percent over 2015. (Wowza!) Music fans treat the photo and video sharing network like a dynamic social diary, a way to document and share the magic of a live show. In fact, according to a recent study by Nielsen, Instagram is the most-used social network for festival goers, music fans, and artists during live events like the Vans Warped Tour.
Sponsorship integration, done right
If your head is spinning from all these numbers and stats, good! Because they all add up to one thing: Vans Warped Tour has captured the attention of a hyper-engaged, uber-enthused fan base.
It’s something all brands seek. It’s their Holy Grail. And the best part? 4Fini knows better than anyone how to help you get it.
Ultimately, what the lineup announcement demonstrates is how in tune our young fans are with their favorite bands, and with the Vans Warped Tour. But also, how in tune and engaged 4Fini is with these young fans. As 3OH!3’s Nat Motte told Fuse, “At Warped, you have the opportunity to break the wall between fan and band.”
He’s right. An event sponsorship with 4Fini is actually a partnership – with us, with up-and-coming bands and artists that kids love, and with the tour itself. We help you gain insight into which groups are most popular on the tour, where your brand fits in, and what types of integrations young fans respond best to. Best of all, we have 22 years of experience in acquiring and managing talent, their management, agents, and posses – so you don’t have to. Think of us as your compass to help navigate the confusing landscape of music sponsorship integration. And think of the artists as your VIP pass to connecting with hard-to-reach, yet so important, Generation Z audience.
“Ultimately, music brings people together,” Lyman told the crowd as he brought the Vans Warped Tour lineup announcement event to a close. “And that’s what we need right now. This country needs music to bring it together this summer.”
We couldn’t agree more. So join us – and some seriously amazing artists – this summer, and let us help your brand do just that.