Brands such as Coca Cola, O2, Blackberry and Volkswagen spent a record £100m on music in 2012, PRS For Music research has revealed.
The spend for music use in festivals, online and in artistic endorsements reached £104.8m, an increase of 6.09% from 2011, according to the stats published by PRS and music and entertainment strategists Frukt.
Artist endorsements or ‘sponsorship’ saw a 33% increase in brand spend from the previous year and brought in over £4.5m.
Digital campaigns including the launch of the new Spotify app, YouTube’s new LoveLive channel and events that offered fans real-time interaction via social media and mobile like AmEx Unstaged meant digital spend on music reached £10.4m.
Live music sponsorship accounted for the largest share of the market at 35% and netted over £33m. Campaigns included Coca Cola’s Olympics Torch Relay with 66 live music shows across the UK, Rihanna’s Budweiser 777 tour and Blackberry’s Summer Daze which featured eight UK festivals and was broadcast on Channel 4.
The brand channels and spend from 2010-2012 is as below: