SponsorUnited Unveils Inaugural Music Artist Report

Social media drives new and innovative partnerships in an industry forecast to more than double in value to over $53 billion by 2030.

Just released, the first Music Artist Marketing Partnerships Report. This inaugural report delivers an in-depth analysis of over 2,100 brands and 1,100 deals from July 2021-July 2022, the report unlocks 10 major music genres and tells the stories of nearly 600 artists.

Key findings include:

• Bon Iver, Steve Aoki, Saweetie, Snoop Dogg and J. Balvin top the ranks for most brand partnerships by music artists.Among these top 5, Organizations & Groups dominated the category list with a third of all deals–2x more than Technology and 3x more than Apparel.

• T-Mobile is one of the few brands hitting all the right notes.The only company on the SU platform with sponsorships across six different music genres, the wireless giant was most active in Country, with deals including Dolly Parton, Chris Young, Old Dominion and more.

• Social media engagement emerges as a driving force for attracting brand partnerships.Pop music artists generated the highest average engagement and partnered with the most brands, followed by Rap/Hip-Hop in second place and Country in third.

• Country artists surged as the most popular searched by sponsorship executives.Luke Bryan, Carrie Underwood and Luke Combs were the top 3 most searched artists on the SponsorUnited platform.

• Music artists gained over 3.2B new followers.1.5B followers on Instagram, nearly 1B on TikTok, more than 682M on Facebook, and just 122M on Twitter.

• Latin artists saw massive social growth from fans around the globe.Among the top 40 fastest growing social accounts, 12 were owned by Latin artists. Combined, the Latin genre gained 250M followers–2.5x more than Rap/Hip-Hop and 3.5x more than Country.