• by Colin Kirkland , April 25, 2024

Based on the findings of sports and entertainment intelligence platform SponsorUnited, which tracks over 360,000 brands, 1.8 million deals and almost 17 million data points, Coca-Cola is leading in endorsement deals with popular musical artists today.

The beverage giant currently has 10 deals focused on concert tour sponsorships and collaborations with emerging talent at its own Coke Studios, followed by jewelry brand Tiffany & Co., which recently named brand ambassadors like J. Balvin, Pharrell, and more to launch and promote the company’s “Lock” collection that aligns new designer products with pop stars to capture a more diverse global audience.

Samsung currently has eight deals with musicians, as it encourages artists to use their Samsung smartphones on stage -- as does Walmart, which integrates music and retail by offering exclusive artist-curated shopping experiences and special merchandise such as exclusive vinyl releases to enhance customer loyalty.

SponsorUnited’s report also depicts the potential effectiveness of music-industry endorsements. Usher’s Super Bowl halftime show performance, for example, boosted the artist’s visibility and has led to over 14 additional brand endorsements with Apple, BMW, and Uber Eats.

Rapper, producer and pop-culture personality DJ Khaled leads in brand endorsements -- touting 33 deals, which doubled over the past year.

Heavy metal band Metallica has 31 deals, followed by hip-hop sensation Snoop Dogg with 25 endorsements, whereas Taylor Swift -- who remains selective about her brand endorsements -- used her massive social following and “Eras Tour” to leverage partnerships with Disney Plus, Marriott Bonvoy and Capital One.

“We are seeing a significant transformation in how music endorsements are perceived and utilized, signaling a new era of marketing that prioritizes cultural resonance and authenticity,” says Bob Lynch, founder and CEO of SponsorUnited. “Household brands are not just supporting artists but creatively integrating their products with music experiences to captivate diverse, global audiences and create deeper connections.”

However, the opportunities are not the same for artists across all genres. Artists labeled Pop, R&B, and Latin represent 79% of the total growth in music endorsements, the study shows.

With 51 total deals, pop artists account for almost half of the recent increase in endorsements, followed by R&B with 24 deals and Latin artists with 10 deals.

SponsorUnited says the surge highlights a significant marketability of these specific genres.