New research from FRUKT unpacks the 4 ages of brand & music partnerships and uncovers Gen Z’s increasing demand for ‘purpose’ driven collaborations
Brand activity in music is more prolific than ever. However, in a world saturated with entertainment content and with a plethora of brands clamouring to be heard, has the music & brand partnership space become too crowded, too transactional, and less effective?
How did we get to this point? What is the current state of play? And – most importantly – what will the partnership space look like come 2020?
FRUKT analysed over 500 brand & music partnerships and surveyed 2,000 people across the UK and North America to understand the rising importance that purpose and values have on music partnerships.