A few thoughts on music sponsorship

Nothing too insightful here, but perhaps worth passing along.

Sponsorship Conference: How to pick the right partner: "'People are passionate about music, which means they are more open to engaging with brands that associate with it,' says Stephen Rogan, head of sponsorship at Virgin Mobile and also a panellist at Marketing's Sponsorship Conference. 'Music can be a powerful motivator for young people to adopt brands, and sponsoring music events gives brands access to this sought-after audience.'

"Partnering music events also gives brands the opportunity to add value to an experience. 'It is the little things that connect with people,' says Rogan; at this summer's V Festival, the operator set up a branded van offering free kebabs to Virgin Mobile customers.

"Virgin Mobile is a relevant sponsor of music festivals, given its parent brand's strong music heritage and the latest mobile phones' ability to play and download music. But for other brands there is a danger of a poor fit that could alienate a savvy youth audience. As much of the music industry is not yet fully set up to accommodate sponsorship opportunities, partnerships can also be much more difficult to develop."