HONG KONG (CelebrityAccess) – Live Nation Entertainment and Hong Kong-based marketing agency EX-R Consulting have joined forces to launch Live Nation Connects, a new creative and brand marketing agency focused on connecting the world’s leading brands to music fans across Asia.
Headquartered in Hong Kong, Live Nation Connects will serve brands regionally focusing on China, Japan, Korea, Singapore and Taiwan, with the aim of servicing an increasing demand for brands to reach multigenerational fans through creative experiences that add value at live music events across the region.
According to a release, the agency’s capabilities include strategy and creative, artist relations, original and branded content, experiential events and production, promotions and product design, digital and social media, fanfluencer, fan intelligence and measurement and PR, along with innovation such as VR, emerging technologies and multicasting.
Paul Antonio, President of Asia and Middle East at Live Nation, said: “By combining EX-R’s vast experience in brand activations and our expertise in live entertainment, Live Nation Connects will bring a unique offering to brands across Asia. Live Nation Connects will integrate brands into the Live Nation network seamlessly and authentically with cultural relevance, while leveraging the power of live at scale for brands to connect with the most receptive audience when they’re truly listening.”
Colleen Yu, Founder and Principal of EX-R Consulting, added: “The opportunity for meaningful connections between brands and fans is at an all-time high and Live Nation Connects will do just that by delivering authentic brand partnerships via creative and experiential marketing. Our proven track record working with Live Nation over the recent years provides a solid foundation for Live Nation Connects and we are very proud to be partnering with them to work with agencies and brands across Asia.”
James Dick, SVP, Marketing Partnerships at Live Nation Asia, said: “Live music fans are among the world’s most receptive audiences with 90% of fans believing that brands can enhance the live experience. This is because live music is an emotional, collective, multi-sensory experience, where fans are more tuned in, open to their surroundings and are ultimately more receptive to brands. Live Nation Connects can enable brands to be a meaningful part of culture and engage with fans through the power of live.”