As the summer festival season draws to a close, people have danced, sung, and connected in unforgettable settings with like-minded crowds. Throughout these events, brands of all sizes have played a pivotal role, with some even creating interactive experiences that not only brought fans together but also strengthened their own identities. By facilitating these moments of connection and discovery, they’ve positioned themselves as essential contributors to the unique experiences that define festival culture.

Heineken has an incredible history in the events and music space, delivering unique and memorable experiences time and time again for music fans around the world. In the latest iteration of its global music platform, 'Refresh Your Music, Refresh Your Nights'—a project MassiveMusic partnered on—the brand once again united music lovers to share moments of musical discovery.

But the question remains, can any brand create impact when stepping onto centre stage?

Authenticity to take centre stage

To make a successful entry into the music scene, brands must first grasp the culture and community that defines it. Understanding where and how they can resonate with these communities is crucial to playing a meaningful role.

Music lovers are deeply connected to the spaces where their passions thrive, so it’s essential for brands to consider how their presence can enhance the experience for both the industry and its audiences.

For example, Heineken positioned itself as a connector of new music with new audiences. They wanted to address the challenge faced by audiences who want new experiences but find themselves locked in similar musical spaces by algorithms.

Similarly, Red Bull’s SoundClash, which pits two artists against each other with the audience deciding the winner - using a proprietary Soundclash applausometer - is a response to an industry-wide challenge. SoundClash gives emerging artists a platform to breakthrough onto the music scene and generate their own fandoms. It allows the brand to authentically establish itself as a facilitator of talent discovery.

A sound sensation with the audience at the heart of its creation

Both Red Bull and Heineken’s flagship activity in the music space invites audiences into the curation process, offering them a degree of agency over what’s actually happening. Each brand’s events offered a space for fans to fully immerse themselves in and engage with the music while also discovering emerging talent and musical genres.

In the case of events within Heineken’s ‘Refresh Your Music, Refresh Your Nights’ platform, fans used coloured wrist bands to vote for which style of music they danced to next. Through its events, the brand invited the audience to join forces with the DJs and become part of the curation process themselves, opening up the magic of discovering new music styles.

Brands like Heineken and Red Bull are demonstrating the success that can come when brands consider how they’re tapping into the music scene and what they’re bringing to the audiences they find there. By creating unique, interactive experiences, they not only enhance fan connections but also solidify their own roles in the industry.

These brands show how tapping into the pulse of the music world and adding value to the audience experience can elevate their presence and influence. So, if you're a brand looking to make your mark, consider how you can connect with your audience and engage meaningfully with the industry, to achieve high impact. So, what are you waiting for? Plug in to your audience, tune into the industry and, importantly, turn up the volume.