SponsorUnited’s inaugural Music Artist Report, released yesterday, delivers an in-depth analysis of over 2,100 brands and 1,100 deals from July 2021-July 2022, unlocking 10 major music genres and telling the stories of nearly 600 artists.
Here’s a peek at some of the report’s key insights:
Country music’s most popular performers have attracted the most eyeballs across the SponsorUnited platform.
In addition, Country stars average more deals per artist than any other genre, with the number of brands partnering with them rising 45% since 2020.
Their seemingly unstoppable momentum continues: Over 35% of SponsorUnited searches among music artists were Country, with Luke Bryan, Carrie Underwood, Luke Combs, and George Strait ranking among the top five most searched artists.
Music artists are betting big on their own brands—and winning.
Of the top 50 most engaging brands, those owned by artists garnered the most attention.Four of the top five brands with the highest social engagement were beauty brands owned by superstars:
- Rare Beauty (Selena Gomez)
- JLO Beauty (Jennifer Lopez)
- r.e.m. beauty (Ariana Grande)
- Savage x Fenty (Rihanna)
Music moves fans like no other league, team or property can.
Not surprisingly, artists’ success on social media plays a key role in driving performance of their brands. When comparing per-post engagement among a variety of property types, musicians top the leaderboard with an average engagement per post of 137K, versus 100K for general celebrities in the second-place spot.
Artist-owned companies are expanding into new categories.
While music artists have long added value to Cosmetics, Clothing and Alcohol brands, artists like Timbaland, Kanye West and Dua Lipa are already charting the future of artist ownership in new categories:
- Timbaland x Beatclub: The innovative digital platform aims to revolutionize the way music makers connect.
- Kanye West x Donda Sports: Kanye’s sports marketing agency now includes clients like NBA star Jaylen Brown and NFL standout Aaron Donald.
- Dua Lipa x Service95: Dua Lipa released her first weekly lifestyle newsletter in February 2022.
Latin artists see massive growth from global music fans.
Among the top 40 fastest growing social accounts, 12 were owned by Latin artists. Combined, these artists gained over 250M followers–2.5x more than Rap/Hip-Hop and 3.5x more than Country, and second only to Pop. With Latin music’s total revenue projected at over $1B this year, expect to see US brands continue to team up with these red-hot performers.
Case in point: Bad Bunny, Spotify’s most streamed artist globally in 2020 and 2021. During his El Último Tour Del Mundo this year, he partnered with Airbnb to open the doors to his truck for three one-night stays for two guests at just $91 per night—a nod to his record-breaking 9.1B Spotify streams in 2021. Guests had the exclusive opportunity to explore Bad Bunny’s past, present and future, both on and off the stage.