Melody Lee, chief marketing officer, Mercedes-Benz USA
“Zach Bryan’s music, lyrics and the rawness of his performance made Mercedes-Benz Stadium in Atlanta feel like it was the Bluebird Café and punched a giant hole in my heart.”
21 Branding Power Players On Their Favorite Concerts of the Year
Written by djfrosty on March 7, 2025
Billboard‘s Branding Power Players list demonstrates that corporations sponsoring concerts is one of the music business’ crucial revenue streams, allowing artists to put on more massive tours than they may have done otherwise and promoters to keep the lights on in their arenas and amphitheaters. In its public filings, Live Nation, the world’s biggest promoter, reports that sponsorship revenue grew from $590.3 million in 2019 to $1.2 billion in 2024, a more than 100% increase, and advertising and sponsorship amounted to just over 5% of total revenue last year.
“Live has become so important to brands,” says Russell Wallach, Live Nation’s global president of media and sponsorship. “That’s where the memory is happening — at that concert, at that festival. Brands have gotten really smart on how they can amplify what’s happening on-site — through social-media platforms, through influencers.”
With that in mind, Billboard polled the 49 executives on our list, from companies from Taco Bell to PayPal to YouTube, for their single favorite concerts of 2024. Some struggled with the concept: “I love music too much just to choose one,” D.J. Vaughn of Walmart responded, naming Patti LaBelle, the BET Experience concerts starring Cardi B, Queen Latifah and others, J Balvin and Usher.
Below are 20 of our favorite responses, from Taylor Swift’s The Eras Tour to some dude with a guitar who happened to play at a café in France. (We weeded out responses promoting shows these executives’ companies sponsored — with the single exception of Vaughn naming LaBelle, because we can’t resist a reference to the R&B heroine’s Peach Apple Cobbler.)
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Peter Taylor, VP of network partnerships, Hulu
“Lollapalooza. I got to see Chappell Roan’s hugely attended performance, plus The Killers and Blink 182 were on point. The weather was perfect and the atmosphere electric.”
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Jordy Freed, director/head of brand, business development, partner marketing and strategy, Sony Corporation of America
“André 3000: New Blue Sun live at the Blue Note in New York. Watching a music and cultural legend take on such a courageous new challenge with his flute project up close and personal, in a 200-capacity venue, was inspiring.”
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Adam Dettman, head of partnerships, North America, Molson Coors Beverage Co.
“Lainey Wilson at the Greek Theater in Los Angeles, one of the few events in 2024 my wife Caroline was able to join me.”
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Ryan Washatka, senior vp of sports, entertainment and partnerships, Rakuten
“Hands down, Bruce Springsteen at the Sea.Hear.Now Festival in Asbury Park.”
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Alex Craddock, chief marketing and content officer, Citi
“Billy Joel’s last show of his Madison Square Garden residency in New York, where Citi hosted an exclusive lounge for its clients.”
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Jodi Ropert, VP of YouTube marketing, YouTube
“Lana Del Rey at Coachella with Billie Eilish as a surprise guest.”
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Geoff Seeley, chief marketing officer, PayPal
“Pulp. A Monday night at the Bill Graham Auditorium in San Francisco. Old-school bangers in my new hometown that took me, my wife and our other expat friends on a trip down Britpop memory lane.”
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Bess Spaeth, executive vp of global brand management and experiences, American Express
“Undoubtedly my father’s band at a dive bar near my hometown. It’s part of his retirement plan and so great to see him reconnect with something that he’s incredibly passionate about.”
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Shiz Suzuki, VP of global brand sponsorships and experiential marketing, American Express
“Olivia Rodrigo in Manila, Philippines. In addition to performing at her largest venue ever, it was the first time she was visiting her ancestral roots. Being Asian-American myself, that motivation deeply resonated with me.”
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Jamie Williams Cooper, global vp of brand public relations and influence, Bacardí
“Taylor Swift’s The Eras Tour in Paris. It was a surprise Christmas gift for both of my daughters — and it was their first concert ever.”
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Jim Mollica, chief marketing officer, Bose
“As a huge basketball fan, seeing Lil Wayne perform at the NBA All-Star Weekend last year was unforgettable. The other highlight was the Boston Pops holiday concert. I go every year with my family.”
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Marc Mentry, chief brand officer, executive vp of brand marketing, Capital One
“I was blown away when I saw Chris Stapleton last summer in Virginia. He sounded the exact same as when I listen to him on the radio.”
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Marissa Weseloh, senior director of partnerships, Verizon
“Stevie Nicks at BottleRock Napa Valley. It’s incredible she is still rocking out and touring in her 70s.”
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D.J. Vaughn, director of multicultural media partnerships, Walmart
“Patti LaBelle 80/65 tour. Love how she mixes her humor and personality into her sets. Plus, she and her team are great merch partners. Be sure to try her Peach Apple Cobbler, if you haven’t already.”
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Marc Hazan, VP of marketing and partnerships, Spotify
“Charli XCX’s brat tour at The O2 in London. One of those staple cultural moments of 2024 that you had to be there for.”
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Carla Zakhem-Hassan, global chief marketing officer, JPMorganChase
“The ABBA Voyage in London. They used holograms to bring ABBA back to the stage, and it honestly felt like you were watching them live in their heyday. It created this incredible immersive experience that was both nostalgic and futuristic at the same time.”
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Greg Luehrs, director, sponsorship and events, Jack Daniel’s
“Concert For Carolina, at Bank of America Stadium in Charlotte, N.C., with Luke Combs, Eric Church and others, to support and help raise awareness and funds for relief efforts caused by Hurricane Helene in Western North Carolina and Eastern Tennessee. It was a great night of music that raised close to $25 million for charities.”
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Tami Hurwitz, global vp of marketing and growth, Amazon Music
“Zach Bryan. My 14-year old daughter suggested we go. She discovered Zach via some friends at school, and now he’s one of her — and my — favorite artists.”
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Megan McKenzie, head of U.S. marketing and marketing communications, Lincoln
“Last year, during a road trip with friends, we made an impromptu stop at an outdoor café and winery in France. That evening, a local artist was playing his guitar and filling the air with his original music. That will always stay with me.”
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Dedra DeLilli, VP of marketing communications, Toyota
“Not exactly a concert, but the Academy of Country Music Awards. So much talent all in one place: Jelly Roll, Miranda Lambert, Chris Stapleton, Lainey Wilson, Cody Johnson, Post Malone, Reba McEntire.”