Posted Jul 20, 2022, 11:15 AMUpdated on Jul 20, 2022 at 12:22 PM
At the top of the imposing bronze-colored building designed by architect Dominique Perrault for the Longchamp racecourse, the boss of Live Nation France, Angelo Gopee, gave a brunch with a panoramic view of the Lollapalooza festival to thank the partner brands who accompany it – or to promote them, like American Express and Air France, which had set up their bar there as part of the promotion of their co-branded card to a premium audience.
Festivals have become the darling of brands, more and more of which are calling on the organizers of these high cultural masses to attract new followers or acquire an “extra soul”. “We collaborate with 80 to 100 brands a year, who appreciate our expertise of millennials – such as Coca-Cola, Accor, Société Générale, Orange Sosh, Go Cuff – either to activate their image at our concerts, or to concoct a specific event for them. such as the Balmain festival during Fashion Week”, explains Matthias Leullier, deputy general manager of Live Nation France.