Brands & Top Music Artists 2023–24 Report
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.I n 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
Methodology:
This report offers an in-depth analysis of brand endorsements and social media collaborations of the 200 most followed music artists and groups in the world across X (Twitter), Instagram, TikTok, and Facebook. Compiled using SponsorUnited's proprietary platform, the data encompasses more than 650 brands, 870 deals, and 4,580 music artist social posts. For the purpose of this report, endorsement is defined as any partnership between a music artist and a brand, which may include traditional individual endorsements, artist-owned brands, or charitable causes.
The brands listed under “Best Timing” on pages 26 and 27 are brands that collaborated with the music artists who experienced the most significant increase in followers and made their promotional posts early in the year.
Social media data was collected using SponsorUnited's social media tracking metrics—namely "Total Engagement" and "Followers Engaged"—and compiled from property or person-controlled Instagram, Facebook, X (Twitter), TikTok, and LinkedIn accounts and social activity. This report was jointly authored by SponsorUnited's Marketing and Analytics teams, using data from April 2, 2023 – April 2, 2024.
About SponsorUnited:
Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.
With over 360,000 brands, 1.8 million deals, and 16.6 million data points across sports, entertainment, media, and talent, our SaaS database enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.
