EYEBALLS…MILLIONS OF THEM

“Eyeballs…Millions of Them”…with a festival stage and crowd shot caught my eye immediately in the pages of BrandWeek.  The ad goes on; “We are the largest producer of music festivals in North America”.  If you haven’t figured it out by now, this is an ad for AEG-Live’s festival division.   Their roster now includes;  All Points West, Bumbershoot, Coachella, Hootenanny, Mile High Music Festival, New Orleans Jazz & Heritage, Rock on the Range, Rockfest, Rothbury, Sunfest, and Stagecoach Country Music Fesitval.  The first time I saw the ad, I didn’t write about it.  But once AEG-Live bought the back cover of the February 2nd issue, I saw they were committed to reaching out for corporate partners.   

One of the 5 topics thrown out for discussion for the first meeting of “The Aspen Dinner Club” will be “Where Will We Get The Money To Develop Music Artists In The Future?”.  Btw, the club is meeting on March 5th @ 7:30 pm in each city.  Thanks to Ron Laffitte, it looks like we have a location for LA, Village Pizzaria on Larchmont in Hancock Park…other cities’ locations TBD.  Fact is, we will need to look to brands as partners more and more.  Live Entertainment needs to transform itself into Branded Live Entertainment.  AEG-Live seems to understand this and is marketing in BrandWeek where their competitors aren’t.  This a a recipe to win.

Brands are looking for new ways to cut through clutter.  Live Entertainment has so many touch-points throughout the on-sale, marketing, show, and after-show process, that corporations will see the light if you can show them the ROI we can generate!  Between the media value, data, media impressions, live impressions, sales-leads, celebrity association, etc, Live has a lot to offer.  We  just have to reach-out to brands as partners rather than just asking for sponsorship money.  Times are tough That’s when the best innovation happens.  That’s when you have to start working outside your comfort zone.  Look, the NBA just lifted its ban on hard liquor sponsors court-side.  What are you doing?

Talk with you soon…

Jim

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