Secret Sounds Connect, part of Live Nation, has rebranded to ‘Connect by Live Nation’, marking a new chapter in the full-service agency’s evolution as Australia’s leading sponsorship, creative and experiential agency in the live music and entertainment sector.
The rebrand highlights the integration of Live Nation Entertainment’s business, providing exclusive access to an unrivalled network of global artists and venues, premier live festivals and events, Ticketmaster’s real-time fan behaviour data, proprietary consumer research, and insights from countless live entertainment experiences globally.
Kristy Rosser, senior vice president, marketing solutions and client services at Live Nation Australia and New Zealand (ANZ) who founded Secret Sounds Connect in 2009, said that the agency was an essential part of Live Nation’s ANZ portfolio, effectively connecting brands with fans and artists, and helping brands earn their revered place in music culture.
“Our evolution to Connect by Live Nation represents our ongoing commitment to amplifying brand and fan experiences in the incredible world of music. Our ability to tap into Live Nation’s global network gives brands unprecedented access to artists, real-time audience insights, trends and an experienced team who are deep-rooted in the industry. It’s an exciting time to be rebranding our agency after a record year at Live Nation globally and an exciting year ahead.”
The agency provides end-to-end brand experiences including talent partnerships, sponsorship, creative services, experiential marketing, insights and research, and strategic planning. The team releases an annual report that uncovers trends among core audiences, genres and industry sectors, including ‘Love Song’ – an annual study that provides brands with an insight into current Gen Z trends and how to authentically connect with them.
Connect by Live Nation’s data-driven approach, combined with creative excellence, has delivered exceptional results for long-standing brand partners such as Smirnoff, Red Bull, Lion and more.
The agency noted that whether it is partnering with local and international artists to reach new audiences or activating at popular events, one insight remains the same – Australian and global consumers say that music is their leading passion.
Rosser concluded: “Our research studies show that now, more than ever, we are craving connection IRL through shared experiences. When activated correctly, fans wholeheartedly welcome brands into their space, fast-tracking long-term brand loyalty by tapping into their passions. We all remember our first live music experience so to be connected with irreplaceable memories is an unrivalled opportunity for brands.”
Connect by Live Nation, led by Rosser, combines brands and artists, worked on high-profile events and gained experience overseeing strategy for commercial broadcasters and social platforms.