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1、Matching Marketers With Music TalentHow brands can leverage data to capture cultural capitalreport/2025Matching Marketers With Music Talent Matching Marketers With Music TalentFor brands,selecting the right talent for endorsement deals is both an art and a science.But now more than ever,brands and m

2、usic companies can use data in the process of identifying,evaluating and choosing an artist who aligns best with their brands or products.This report provides an analysis and review of data from the Luminate Artist+Genre Tracker to show how behavioral audience entertainment data can inform marketers

3、 in the scientific aspect of brand/partner matchmaking,helping them to locate artists whose fan base matches a brands target audience of product purchasers.Cultural capital isnt something brands should tap into retroactively.Smart marketing means utilizing the data that puts a company ahead of the c

4、urve,shaping and participating in culture rather than responding to it after the audience has already moved on.Choosing the right talent will always have some subjective criteria,but real consumer data can help marketers to build and solidify a strong consideration set of varied artists as potential

5、 brand partners.To that end,this analysis identifies music talent who show strong affinity and buying likelihood among category purchasers in six major product categories.Furthermore,our selection process intentionally excluded the biggest stars(think Taylor Swift)as we looked to highlight lesser-kn

6、own artists both old and new to the industry,whom brands may not have considered without the benefit of data to support decision-making.This signals the power of data to help brands widen the aperture on highly aligned artists to engage with,including those artists who may not be the most obvious.Ul