Inside Entertainment: Quick Take 2022 Issue 2

Brands Take The Stage

Fans Engage With Their Favorite Musicians Everywhere

ben digital issue

F ans’ engagement with their favorite musical acts is unquestionably one of the most intense connections in the world of entertainment. Whether they’re listening on streaming platforms or on the radio, watching music videos or following on social media, fans can’t get enough music, videos, and behind-the-scenes content in all its forms from their favorite artists.

which of the following ways do you listen to or engage with your favorite musical artists?

50%

Watch music videos on YouTube

48%

Listen on a streaming service

48%

Listen on the radio

36%

Follow on social media
Source: BEN Consumer Research, October 2021

Brands looking to capitalize on this connection can bank on reaching fans that not only engage across each of their favorite artists’ channels but also make this connection a regular part of their routine. Recent consumer research conducted by BEN found that 6 in 10 music fans watch music videos from their favorite artists several times a week and half look at their favorite artists’ social media posts with the same frequency.

at least several times a week

60%

Watch music videos from favorite artists

49%

Look for social media posts from favorite artists
Source: BEN Consumer Research, October 2021

Brands that support musicians and empower their content through product placement can capitalize on a unique opportunity. Music videos are seen as one of the key drivers of cultural relevance by music fans. The positive association fans attach to the brands that help their favorite acts gain wider acclaim leads directly to more sales for supporting brands.

An additional element of a well-rounded music campaign is live entertainment. Music fans report that seeing their favorite acts in person is a key part of the fan experience. As tours return in earnest in 2022, brands have the opportunity to connect with fans in person through unique tour activations and to retarget them globally through custom tour content that also extends to social media.


BEN’s extensive connections within the music community allow us to pair your brand with artists who most effectively and authentically reach and expand your target consumer set. From music video integrations to TikTok, original music content to full-blown artist partnerships, we make you a part of the show in every arena where audiences are cheering for their favorite entertainers.

— Jake Terrell
BEN Senior Director, Music & Brand Partnerships

64% of viewers

find music videos “highly culturally relevant”… More than any other content type

60% of audiences

engaged in culturally-relevant content are more receptive to associated brands
Source: VEVO

68% have seen

their favorite musical artists perform live
Source: BEN Consumer Research, October 2021

Ready to Get Started?

Talk to BEN’s Influencer Marketing and Product Placement teams about how we can help you achieve your brand goals.
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