For the 3rd year running FRUKT has partnered with UK collecting society PRS for Music on an exclusive piece of research that charts the UK brand expenditure in music.
The joint study highlights how leading brands - eager to align with an increasingly distracted generation of youth consumers - are channelling marketing budgets into music, with 2012 a particularly boom year for artist collaborations.
In total brand expenditure across festivals, online and artist endorsements topped £104.8M, rising by 6.09% year-on-year, with key activity from the likes of Coca-Cola, O2, Blackberry and Volkswagen.
Sponsorship, as ever, played a critical role in defining the year’s music spend, with a hefty 35% share of the market at £33M, bolstered by the likes of Coca-Cola’s Olympic Torch Relay and Rihanna’s infamous Budweiser 777 tour.
Artist endorsements also received a significant 33% boost to £4.5M, thanks to a string of high profile alignments, including Coca-Cola’s partnership with Mark Ronson during the Olympics and Emeli Sande’s deal with Mastercard on the BRIT Awards.
Not to be left out digital music initiatives also managed to amass a sizeable £10.4M in investment from big name brands, also rising by 33%.
‘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,” said Anthony Ackenhoff, chief executive of FRUKT.
‘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.’