Taylor Swift is, unsurprisingly, the most marketable artist in the music industry with an impressive DBI of 88.5. DBI? That’s the Davie Brown Index, a tool able to measure the public perceptions of over 8,000 personalities around the world to determine their brandability. So that Taylor score explains why the artist has been able to cut deals with the likes of Elizabeth Arden, Diet Coke, CoverGirl, Sony, L.e.i jeans and Keds.
In second spot we find Justin Timberlake (86.4) – think Mastercard and Calloway Golf which even appointed him creative director – and Lady Gaga (85.1) who has been able to boast corporate packages with Doritos, Virgin Mobile, Absolut and Hewlett-Packard, Diet Coke et al.
“Partnership marketing has become a really good revenue line item and artists realise that they’ve got to do things in a little bit of a different way – it’s not about just getting a cheque, it’s about who can help bring incremental visibility and who can help provide greater exposure, says Evan Greene, CMO of the Recording Academy, in the Live Music Sponsorship report from Repucom and The Sponsor People.
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