Just when we think the UK’s appetite for live music may have peaked, we go and outdo ourselves! This year we’ve seen a record-breaking number of tickets sold across our music venues, a huge sold-out series of shows at American Express presents BST in Hyde Park, and you might have noticed the Oasis tour getting a few column inches too.

I have always believed that for brands to get a true connection with their consumers, there is no better marketing platform than a partnership within live music. This is more than just a brand showing up where their customers are hanging out; it’s about creating a moment to share together, giving the audience something truly memorable, making the best day of their year just a bit more special. And these moments at live music shows are uniquely magical: according to our recently published report The Live Effect, 79% of fans believe that live music creates a sense of community that digital entertainment cannot match, 63% have felt immediate connections with strangers at events, and nearly all fans surveyed (98%) agree that the emotions felt at gigs and concerts last beyond attendance. Brands that can authentically tap into that emotion can create real, lasting connections with their customer.

Within AEG Presents’ portfolio of live events, the premium, month-long festival American Express presents BST Hyde Park embodies this better than anything. Now a landmark moment in the summer calendar, alongside other iconic fixtures such as Wimbledon, the British F1 Grand Prix and England losing on penalties, BST Hyde Park transforms Central London’s largest park into a hub of cultural exchange where 65k people a day come from all over the UK to share their passion. This is due in part to its location and accessibility but also to one of its greatest strengths – the diversity of its line-up. Featuring global icons and contemporary stars, BST Hyde Park attracts thousands of fans across generations and genres.

This inclusivity and diversity means marquee events like BST aren’t just for traditional gig-goers. And that’s the real opportunity for brands, who can now access their audience – be it Gen Alpha’s or C-suites - having the time of their lives. This year, we’ve seen the festival’s cultural relevance and mixed demographic attract not just legacy sponsors such as drinks, fashion and telecoms, but also from new categories, like high street retailers. Brands such as Superdrug and Lidl joined us for the first time, having recognised the value of being part of such a joy-filled, community-driven experience. And if brands show up in a considered and creative way, they can make a big contribution to the fan experience too.

Lidl’s Summer Haus activation at BST Hyde Park exemplifies this. It perfectly reflected the brand’s ethos, while also filling a gap in audience need, with an incredible offering - its £10.90 Cocktail & Deli Box, some of the best-value F&B on site.

The Lidl Plus Terrace provided an unrivalled view of The Great Oak Stage via branded telescopes, and shaded cabanas provided a space for relaxation, rewarding existing Lidl Plus customers and driving new sign-ups. And the brand brought its unique personality to life with a series of instant win games and fun photo booth.

Lidl’s presence also extended into our Open House programme – where the festival site is opened for free to the public for 8 days - with its Pride Bus activation. DJ Neil Prince hosted a silent disco and a celebration for Lidl colleagues ahead of the bus joining the Pride in London Parade. The results of the campaign were exceptional: 61% of guests were aware of Lidl's presence, with one in 10 visiting its activations (increasing to 17% among Gen Z), and 83% giving them positive rating, making it one of the most relevant and valued activations on site.

Live music partnerships are not just the bells and whistles, their power is that they can bring to life, in real time, what can be hard-to-deliver messages and goals. An advertisement can ‘tell’ all about a brand’s goals, be they championing important ESG and DE&I initiatives or driving loyalty or engagement, but a festival activation can ‘show’, whilst delighting and engaging.  Live events can provide a platform to meet multiple objectives.

The emotional intensity of live events creates a unique halo effect for brands. The research shows that 49% of fans have made a purchase based on a brand’s association with a live event, rising to 73% among Gen Z. At BST Hyde Park, activations don’t just engage, they change perceptions. In fact, brand consideration increased by 62% and favourability by 33% simply through recall of a partner, while direct engagement with activations drove an additional 47% uplift in consideration.

Live music is not just entertainment; it’s emotional fuel for the soul. Fans are willing to prioritise these experiences even in tough times, with only 22% saying they would cut live entertainment spending even if they were experiencing financial challenges. For brands, this means festivals like BST Hyde Park offer more than visibility, they offer a chance to become part of memories that last a lifetime.

2026 is shaping up to be another big year for festivals and concerts, presenting a powerful opportunity for brands to be associated with the joy events trigger, and the lasting memories they create.