'Freebies' key to brand sponsorship of dance events

Dance music fans ranked giveaways and freebies as the top way brands can add value to events, according to a new report from Frukt and Ticketmaster.

Most dance fans will accept brand sponsorship of events if they keep prices down
Most dance fans will accept brand sponsorship of events if they keep prices down

The State of Play: Dance Music Report surveyed 4,934 members of the British public, including 1,017 dance event attendees.

Forty-two percent of electronic music fans said brands can add value to events through giveaways and freebies, while 39% appreciated corporate companies providing technology that makes an event run smoother, such as apps and mobile charging.

Exclusive live music content came in as the third most popular way for brands to activate on the scene (36%), and delivering VIP experiences was fourth (36%). Only 31% of those surveyed selected 'Ways to share your event on social media (from the venue)' as a way corporate companies can enhance dance experiences.

When asked about brands’ overall involvement in dance music events, 68% of UK dance event attendees have said they are happy for events to have sponsors if it keeps the prices down, and 57% of the fans said they acknowledge brands have a key role in making dance events financially possible.

The report also showed fans believe the drinks sector to be the industry best suited to sponsoring dance events, followed by clothing and electronic hardware. 

More: Drinks brands providing increasingly immersive experiences

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