Statistics published today by the collecting society and entertainment strategists FRUKT showed the spend for music use in festivals, online and in artistic endorsements reached £104.8m, an increase of 6.09 percent from 2011.
Artist endorsements, including high profile sponsorships between Coca Cola and Mark Ronson for the Olympics and Emeli Sande’s deal with Mastercard for the BRIT Awards, brought in over £4.5m. This marked a 33 percent increase in brand spend from the previous year.
Digital campaigns including the launch of the new Spotify app and the YouTube LoveLiveTV channel, together with events offering fans real-time interaction via social media and mobile like AmEx Unstaged, meant digital spend on music reached £10.4m.
The study also revealed that sponsored music events thrived despite the dominance of the Olympics in 2012. Live music sponsorship netted over £33m and accounted for the largest share of the market at 35 percent. High profile campaigns included Coca Cola’s Olympics Torch Relay with 66 live music shows across the UK, Rihanna’s infamous Budweiser 777 tour and Blackberry’s Summer Daze which featured eight UK festivals and was broadcast on Channel 4.
Robert Ashcroft, chief executive at PRS for Music, said: ‘Innovative companies understand the power of a good song and how a memorable music experience inspires and connects with fans.
Historically, sport was where big brands put their money, but the last 12 months have demonstrated the unique power of music to convey brand value and how the right partnership can benefit music lover, songwriter and business alike.’
Anthony Ackenhoff, chief executive of FRUKT, said: ‘The brand and music space is an incredibly active and vibrant one. We've seen an increase in both the volume of activity and sophistication of platforms over the last five years and there are no signs of this changing.
‘Music is something people instinctively love – when brands improve or enrich music moments and experiences they strengthen relationships with their consumers. There's a clear trend in brands wanting to take control of platforms and move away from traditional sponsorship – we're really excited by this and see it as an opportunity to get even more creative.’
Artist endorsements, including high profile sponsorships between Coca Cola and Mark Ronson for the Olympics and Emeli Sande’s deal with Mastercard for the BRIT Awards, brought in over £4.5m. This marked a 33 percent increase in brand spend from the previous year.
Digital campaigns including the launch of the new Spotify app and the YouTube LoveLiveTV channel, together with events offering fans real-time interaction via social media and mobile like AmEx Unstaged, meant digital spend on music reached £10.4m.
The study also revealed that sponsored music events thrived despite the dominance of the Olympics in 2012. Live music sponsorship netted over £33m and accounted for the largest share of the market at 35 percent. High profile campaigns included Coca Cola’s Olympics Torch Relay with 66 live music shows across the UK, Rihanna’s infamous Budweiser 777 tour and Blackberry’s Summer Daze which featured eight UK festivals and was broadcast on Channel 4.
Robert Ashcroft, chief executive at PRS for Music, said: ‘Innovative companies understand the power of a good song and how a memorable music experience inspires and connects with fans.
Historically, sport was where big brands put their money, but the last 12 months have demonstrated the unique power of music to convey brand value and how the right partnership can benefit music lover, songwriter and business alike.’
Anthony Ackenhoff, chief executive of FRUKT, said: ‘The brand and music space is an incredibly active and vibrant one. We've seen an increase in both the volume of activity and sophistication of platforms over the last five years and there are no signs of this changing.
‘Music is something people instinctively love – when brands improve or enrich music moments and experiences they strengthen relationships with their consumers. There's a clear trend in brands wanting to take control of platforms and move away from traditional sponsorship – we're really excited by this and see it as an opportunity to get even more creative.’
