Talking of strategic alliances with corporate partners, a company called IEG which tracks sponsorship revenues in the live music sector has revealed that the US tour sponsorship market will hit $1.04 billion this year, confirming, in case there was any doubt, that if you're an established artist it is the logos on your flyers that really make you rich.
Reporting on the report, US marketing website Brandweek add that although it is traditionally big name pop and classic artists that get a bulk of the sponsorship pound, smaller artists with niche audiences that are attractive to certain brands can increasingly secure sponsorship revenues. With credible and alternative acts accepting the sponsorship buck seemingly less looked down upon as it once was, niche audience partnerships could be the big growth area in music sponsorship moving forward.