The Importance of Connection and Entertainment During COVID-19


It's no surprise that quarantined consumers practicing safe social distancing also want to be entertained. They want something to take their mind off of current events. We all do. And music artists still want to engage with their audiences. We’ve seen this through the increase in live streaming from celebrity social accounts. Because of this uptick, there’s a lot of opportunity for brands to partner with music artists to create content. That's where brands and artists can connect with their fans and provide entertainment. And the best part is that people can enjoy it from the comfort of their own homes.


There’s also an opportunity for brands to capture exclusive content from an artist's home. They can provide an insider look into what these celebrities are doing at home during this time of quarantine. Most musicians are on the road traveling from concert to concert for the majority of the year. This could be the most time they’ve spent home in quite some time but they are also unable to make face to face connections with their fans.



That's where brands come in by providing them with an outlet to connect with their fans while maintaining a safe distance with the mission of flattening the curve.


In the last two weeks, iconic brands like Nike, Bud Light and Ford are leading the way with this type of content. Recently Bud Light teamed up with Jake Owen to create an exclusive live streaming event on Instagram called Budlight Dive Bar Tour: Home Edition. Owen invited some of his friends to the party including fellow country stars Jon Pardi and Charles Kelley.


Last week, Verizon kicked off it’s weekly charitable livestream with Dave Matthews Band titled, #PayItForwardLIVE. Throughout this campaign, Verizon will live stream living room concerts with the biggest names in entertainment. Proceeds will support small businesses affected by COVID-19.

Country singer, Rita Wilson and her husband Tom Hanks were among the first celebrities to inform the public that they were diagnosed with COVID-19. They have since recovered from the virus, but during their time of isolation, Wilson created a Quarantunes Playlist on Spotify. The playlist has +40,000 followers. Brands can partner with artists to create their own quarantine playlist.


These are great examples of brands and artist partnerships that entertained fans and brought them joy.


Branded entertainment is a great option for companies to join forces with an artist that matches their brand vision to create mutually beneficial content that makes people happy during these hard times.


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