The MTV Video Music Awards (VMAs) took place last night and have long served as an unrivaled launchpad for pop music artists. Not only do the VMAs catapult artists’ careers into the stratosphere virtually overnight but also amplify the appeal of these artists to brands. For emerging stars like Sabrina Carpenter, Tate McRae, Teddy Swims, Benson Boone, and Gracie Abrams, the VMAs represent a pivotal opportunity to boost their marketability and grow their sponsorship portfolios. These artists, each nominated in various categories this year, are already making waves in the endorsement ecosystem, partnering with major brands across industries ranging from tech to beauty—with a slew of new offers almost sure to follow. 

With over 78M monthly listeners on Spotify, Sabrina Carpenter burst onto the pop music scene this year and already boasts a fast-growing partnership portfolio that includes blue-chip brands like Samsung, Marc Jacobs, and Skims. Her top-performing Instagram post this year (for Samsung) garnered 3.8M  engagements—more than 12 times the average of 300K per post by pop music artists—showcasing her ability to seize the moment in the attention economy. Similarly, Tate McRae’s partnerships with brands like American Express and Essentia Water highlight how her burgeoning popularity is making inroads with top-tier brands. With 66% follower growth YoY and two VMA nominations, she is poised to elevate her brand value even further.

Gracie Abrams and Benson Boone, both nominated for Best New Artist, are also gaining traction in brand partnership opportunities. Abrams’ collaboration with Target has racked up 661K in total engagement on social media in the last 12 months, while Boone’s deal with Hollister scored 173K interactions over the same period. 

Meanwhile, Teddy Swims’ alliance with the Soundwaves Art Foundation—which raises money for charity through the sale of artwork featuring the signatures and handwritten lyrics of leading recording artists—marks his first foray into the partnership space. In light of his four VMA nominations this year, endorsement offers from enterprising brands can't be far behind.