As artist and brand relationships get more complex, live music is on track to surpass the $1.34 billion in sponsorships the category logged in 2014. Below are four of the summer's biggest pairings.
Taylor Swift + Xfinity: One of two major sponsors for Taylor Swift's 1989 Tour, Xfinity cable provider Comcast Xfinity will make exclusive behind-the-scenes content from the tour available to its 22 million video subscribers, as well as give away tickets, backstage tours and meet-and-greet opportunities. With an extensive marketing push planned throughout the summer, Xfinity is estimated to spend in excess of $10 million on the tour. "Taylor doesn't need any help selling out concert tours, but she has a continued need to have engagement with her fanbase," says Todd Arata, Comcast's VP-marketing. "She puts such a premium artistic lens on everything she touches, so if we can create a unique viewing experience, that's really compelling for us."