When it comes to music marketing, millennial fans are poised to be a brand’s best friends. Not only are millennials the most brand-loyal generation, they want to engage with brands in the music space, according to research from music marketing agency Momentum Worldwide. Indeed, the survey found that 89 percent like brands that sponsor a live music experience and 80 percent buy from brands that sponsor a live music experience.
But attaching your name to any live music isn’t necessarily the way to win a millennial audience. We spoke with Glenn Minerley, Clio Music juror and Momentum Worldwide’s VP and group account director for music and entertainment about the smartest ways to connect with millennials.