Stan culture in music is thriving, with social media continuing to boost superfans’ ability to connect and create content, while rallying behind and defending their favorite artists. Most recently, online fandoms have transformed concert experiences into highly coordinated events, from matching apparel to handcrafted accessories to fan chants. To amp up the collective effervescence, brands are partnering with touring musicians on activations at concert venues, music festivals and beyond.
Taco Bell just collaborated with Olivia Rodrigo on her own drink, “You Seem Pretty Pink for a Baja Blast,” inspired by the singer’s recent album. Before its nationwide release on Sept. 24, the pink twist on the brand’s signature beverage debuted exclusively at Live Más Cafés in California, Las Vegas and Texas on Aug. 29. At the Taco Bell in Irvine, CA, fans waited hours to get a first taste and snag a custom embroidered tote bag and a free sticker with purchase.
The drop also coincided with Rodrigo’s inaugural Daisy Chain Fields Music Festival, where Taco Bell activated a pink footprint. Brand ambassadors in pink aprons served samples of the drink and distributed limited-edition merch like towels, can coolers and cup-shaped car ornaments. Festivalgoers snapped pictures in a photo booth and inside a giant cup installation.
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Also in the beverage space, Hilary Duff and Aperol teamed up on a “Share the Moment” campaign during this summer’s “the lucky me tour.” An official sponsor, Aperol extended the concert experience at select U.S. tour stops, inviting fans 21 and older to local bars and restaurants for Aperol Spritz Day Clubs ahead of Duff’s performances. Fans at home had a chance to win limited-edition Aperol x Hilary Duff merchandise.
Tied to BTS’s New York City tour dates, K-beauty brand TIRTIR hosted the Concert-Proof Bar from Aug. 1-3 as part of ARMY MADANG, a dedicated BTS fan hub at the Korean Cultural Center New York. Attendees had first access to the brand’s BTS The City New York Perfect Setting Duo products and received samples, scratch-offs, hand fans and other event-exclusive goodies.
Phoebe Bridgers premiered her “Lost Weekend” album in more than 40 planetariums with a series of listening sessions accompanied by visual content. Presented by Spotify, the custom dome shows were designed by night-sky photographer Babak Tafreshi.
On Aug. 13, the brand invited 400 of Bridgers’ biggest fans to Liberty Science Center in Jersey City, NJ, for the exclusive listening experience, and Bridgers made a surprise appearance and performed an acoustic set of her new songs. Fans were over the moon.
