Live Nation for Brands

Live music is more than entertainment – it’s a global movement, and 2025 is set to take it even further. Want to know what's next? Live Nation’s Russell Wallach shares the 5 cultural shifts in live music that will fuel brand impact in 2025 and how marketers can be part of it. https://bit.ly/41AhbOW

Lady Gaga’s words on the power of live music capture why music festivals like Bonnaroo resonate so deeply with fans. It’s about community, connection, and the unforgettable moments that only live music can create.

The Coca-Cola Company took Mexico’s iconic Coca-Cola Flow Fest to new heights this autumn in Mexico City. From a branded Ferris wheel to immersive Coke Studio experiences and dynamic stages, every touchpoint was infused with their signature red, creating an unforgettable experience for 200,000+ fans. As Carmen Mendez Castro, Vice President of Marketing for Coca-Cola Mexico, shares: "True magic happens when Coca-Cola combines with music to bring people together, and the Coca-Cola Flow Fest is proof of that. Since its first edition in 2017, it has grown to become the most important urban music festival in the world, connecting with the public in an environment full of energy, fun, and relevance for new generations.” Want to see how Coca-Cola is making an impact at one of the world’s biggest urban music festivals? Read the full story here 👉 https://bit.ly/4gQ1LuH

PayPal’s Mirror Mystery Walk at Lollapalooza Berlin brought the thrill of discovery to festival-goers, with surprises around every corner. Leveraging PayPal’s peer-to-peer payment feature, fans could “unlock their luck” with friends—from PayPal branded items to wristband credits and VIP tickets. This wasn’t just a brand activation—it was an experience made to connect. Discover how PayPal made it happen. https://bit.ly/4903Ilh

When your favorite artist comes to town, the whole community lights up. Local venues make those unforgettable moments possible—and give brands a front-row seat to connect with fans year-round. Discover how brands can tap into the energy while making a lasting impact on fans and their local communities. https://bit.ly/48SEW6z

Biggest summer for live music ever? ✅ With a decade of growth, more fans than ever, and brands across the globe joining the fun, we’re just getting started! https://bit.ly/3O53tMf

In a world where monocultural experiences are increasingly few and fleeting -- subcultural tribes, cues, connections, and communications are increasingly important to marketers and marketing. Russell Wallach, Global President at Live Nation, joined the marketing community’s global leaders and discussed these topics and more. Presented by Live Nation for Brands

🇺🇸 This Veterans Day, it’s time to truly put the V in VIP for those who’ve served. Veterans and active-duty members aren’t just loyal fans—they’re some of live music’s biggest supporters. While a day of recognition is powerful, brands that show up year-round build loyalty that lasts a lifetime. Military fans notice which brands go beyond the usual. Read on to see how your brand can make a meaningful impact: https://bit.ly/3UJ0Xii

Live Nation’s Summer College Associate Program is back and bigger than ever for 2025! With 30+ roles across multiple locations, it’s your chance to step into the world where live music meets marketing. Don’t miss out—check out the open positions and apply before applications close in December! https://bit.ly/3YVmLK3

“Today’s culture is built on yesterday’s subcultures, especially in music.” – Russell Wallach In a world where culture is marketing’s ultimate cheat code, tapping into subcultures and subgenres helps brands truly breakthrough. Live Nation’s Russell Wallach dives into how fans shape their identities through music and how brands can connect authentically year-round by getting in on the ground floor of culture. Read more: https://bit.ly/4dWDUaD