Core concept Presentation of artistic talent as entertainment to the audience it may involve singing, dancing, theatre, etc. and is a form of expression of emotion and freedom.
Types of events for artistic expression Music concerts, dance ballets and other stage performances are the most popular forms of artistic expression. These are purely for the sake of entertaining the audience.
Characteristics Since entertainment is the sole and major objective at such events, the audience resents any commercial interaction, though the client and event organizer may appreciate substantial interaction.
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Therefore, events for artistic expression provide opportunity for more reach and fewer interactions due to which the major benefits that such event offers to potential sponsors are:
(i) Consolidation of the image of their brands
(ii) Post-event mileage
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(iii) Excellent coverage prospects
(iv) Live or deferred telecast
(v) An avenue for expression of the personification of the brand image
(vi) Universal appeal among different sections of society
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Music has always had universal appeal among different sections of society. Depending on the type of music and image of the band/performer, sponsors use musical events to keep up the contemporary image of their brands by sponsoring events with which their target audience identifies most.
For instance, Thums- Up sponsors rock concerts inviting groups like Indus Creed, Agni and other contemporary bands to reinforce its youthful, joyous and vibrant image.
The brand also lays emphasis on the indigenous image built up over the years as a Parle brand taking on the MNC challenge. In fact, by pitting Thums Up against Pepsi, Coca-Cola-which acquired the brand from Parle-is fighting Pepsi on two fronts? Coke sponsors foreign performers like Whigfield in India and Thums- Up sponsors local performers and bands.
The advent of satellite channels has given a boost to musical events in that these events provide excellent coverage prospects and an opportunity for unmatched and exclusive rights to television software for post-event mileage. A live telecast, if possible, gives a tremendous boost-to the event and becomes a much-talked about programme for a long time.
Stage performances and musical events are also used extensively by cigarette and liquor companies to consolidate the image of their brands. For example, The Vazir Sultan Tobacco Company sponsors ‘Spirit of Freedom’ concerts every year providing an avenue for expression of the personification of the brand image of Charms. Similarly, liquor companies have in the recent past sponsored musical performances such as Ila Arun Live, which had a wild and raunchy air at the show.
Musical events also attract multiple sponsors and clients. Usually, one main and a set of cosponsors are taken on and allowed to make use of the branding opportunities. The venue or location is usually covered with banners and posters or colors of the sponsors.