Sponsorship deals with top music artists are experiencing significant growth, offering brands a vibrant platform to enhance their market presence and engage diverse audiences. As music artists continue to wield substantial influence and garner massive global followings, their ability to connect with fans makes them highly attractive partners for brands.

In this report, we explore endorsement deals and social followings for trending artists, brand endorsements by genre, brand opportunities, and so much more.

Some highlights include:

• Usher added more deals than any other music artist
• Taylor Swift added more social followers than any other music artist
• Coca-Cola, Tiffany & Co., and Walmart are the three most active brands in the space
• Louis Vuitton, TikTok, YouTube, Coca-Cola, and Walmart have the most deals added
• Apparel & Accessories is the most active category in the space
• Pop music is responsible for 45% of the growth in endorsement deals with music artists
• Environmental initiatives are the most prevalent causes promoted at festivals

In our evaluation of brand endorsements and social media collaborations across the 200 most followed music artists, we found that brands are leveraging partnerships in this space more than ever and in very unique ways, so we’re thrilled to unveil our Brands & Top Music Artists 2023–24 report. Authored by SponsorUnited’s Marketing Research and Analytics team, the report encompasses more than 650 brands, 870 sponsorship deals, and 4,580 social post by music artists from April 2, 2023 to April 2, 2024.