The draw of a brand experience is the opportunity to interact with a brand and its offerings in a novel and sincere way. People crave peak experiences. They want to be dazzled, moved, and entertained. Live entertainment is a compelling way to tap into emotions, inspire, create memories, and forge lasting connections with audiences.
Live Entertainment and Brand Experiences Explained
Live entertainment is a new facet of many brand experiences and events. While brands have historically sponsored concerts and festivals to reach their target audiences, the tide is now shifting. Entertainers are brought directly into brand-hosted experiences.
By incorporating music, comedy, dance, and other live entertainment into brand events, companies take the experience to the next level. A recent study by Live Nation found that 63% of people are more likely to spend money with brands that offer live music perks and experiences. Live entertainment conveys the culturally relevant and emotionally resonant aspects of a brand.
The symbiotic relationship between entertainers and brands in this context is notable. Brands can leverage the performers' star power and cultural capital to create buzz and foster affinity. Entertainers get a platform to connect with new audiences in an intimate, impactful way. When done right, it's a win-win.
5 Benefits of Live Entertainment for Brand Experiences
Enhances Emotional Connection: Live performances have a unique ability to evoke strong emotions and create lasting memories. Music, in particular, has been shown to stimulate the brain's reward and pleasure centers, leading to increased feelings of engagement and affinity. A study published by the University of Zurich found that live music elicited much higher and more consistent activity in the amygdala, the emotional center of the brain, compared to recorded music. - Generates Buzz and FOMO: Live entertainment at brand events creates a sense of exclusivity and "fear of missing out" (FOMO). People are more likely to attend and engage with an event if they know there will be exciting performances they can't see anywhere else. The buzz also leads to increased social media sharing, extending the event's reach and impact.
- Differentiates the Brand: Incorporating live entertainment is a powerful differentiator that makes a brand appear more innovative, culturally relevant, and in touch with its audience's interests. It shows that the brand is willing to go above and beyond the traditional event formula.
- Creates Immersive, Multi-Sensory Experiences: Live performances add an extra layer of sensory stimulation to an event, making it more immersive and engaging. The combination of music, visuals, and often interaction with the crowd creates a holistic experience that engages multiple senses, leading to heightened enjoyment and memorability.
- Provides Valuable Content Opportunities: Live entertainment at events offers a rich source of material for content creation. Photos, videos, and social media posts from the performances can be used to extend the life and reach of the event, giving the brand additional touchpoints to engage with its audience.
2 Examples of Live Entertainment at Brand Experiences
These examples demonstrate the diverse ways live entertainment can be integrated into brand experiences.
Hamilton's "Go Boldly" Exhibit: For EXHIBITORLIVE 2023, Hamilton hosted an immersive brand experience that showcased its expertise and capabilities. Live entertainment was a central component, featuring performances by the local electric string trio, Electria. The performances added to the upscale, unconventional, and elegant nature of the experience.- Cornerstone Building Brands' Trade Show Booth: Hamilton helped Cornerstone Building Brands create a standout experience that featured live performances from two rising country music stars, Kylie Morgan and Caylee Hammack. By incorporating live music, Cornerstone was able to attract and engage more attendees, differentiate itself from competitors, and create a more memorable brand experience.
Partner with Hamilton
Ready to take your brand experiences to the next level with live entertainment? We can help.
Hamilton is a full-service experiential and event marketing agency with a 75-year legacy creating immersive brand experiences for companies worldwide. We design, produce, and execute integrated experiences – exhibits, events, environments, and digital solutions – that drive meaningful connections between brands and their audiences.
To bring your next event to life, contact Hamilton today.
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References:
- https://livenationforbrands.com/download-drivetoloyaltystudy/
- https://pubmed.ncbi.nlm.nih.gov/38408255/
- https://pubmed.ncbi.nlm.nih.gov/23754373/
- https://www.sciencedaily.com/releases/2024/02/240226204557.htm