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A number of brands are now looking to do good in the community and engage in social change initiatives through live music.


  • Brands have long supported live music events, but simply stumping up cash to sponsor a stage, festival tent, or bar has quickly became something of yesteryear with the onset of social media and more intimate B2C communications.

Features and Benefits

  • Examines how brands' approach to live events has changed in the social media age.
  • Describes how brands have successfully backed live events through social media awareness.

Key questions answered

  • What has changed in recent years in the support offered by brands to live events?
  • Why should brands take great care when backing live events?

Table of contents

Ovum view

  • Summary
  • Brands using social marketing
  • Demonstrating a social conscience
  • Balancing self-service with authenticity


  • Author