Secret Sounds Connect rebrand new chapter in agency’s evolution

‘Secret Sounds Connect’, part of Live Nation, has announced its rebrand to ‘Connect by Live Nation’.

It marks a new chapter in its evolution as Australia’s leading sponsorship, creative and experiential agency in the live music and entertainment sector.

The rebrand highlights the agency’s integration within the Live Nation Entertainment business, providing exclusive access to an unrivalled network of global artists and venues, premier live festivals and events, Ticketmaster’s real-time fan behaviour data, proprietary consumer research, and insights from countless live entertainment experiences globally.

Effective connection

Kristy Rosser, Senior Vice President, Marketing Solutions and Client Services at Live Nation Australia and New Zealand (ANZ) who founded Secret Sounds Connect in 2009, says the agency was an essential part of Live Nation’s ANZ portfolio, effectively connecting brands with fans and artists, and helping brands earn their revered place in music culture.

“Our evolution to Connect by Live Nation represents our ongoing commitment to amplifying brand and fan experiences in the incredible world of music. Our ability to tap into Live Nation’s global network gives brands unprecedented access to artists, real-time audience insights, trends and an experienced team who are deep-rooted in the industry. It’s an exciting time to be rebranding our agency after a record year at Live Nation globally and an exciting year ahead.”

Connect by Live Nation is a full-service agency that provides end-to-end brand experiences including talent partnerships, sponsorship, creative services, experiential marketing, insights and research, and strategic planning. Each year, the team releases dedicated research to uncover trends among core audiences, genres and industry sectors, including ‘Love Song’ – an annual study that provides brands with an insight into current Gen Z trends and how to authentically connect with them.

Exceptional results

The agency’s data-driven approach, combined with creative excellence, has delivered exceptional results for long-standing brand partners such as Smirnoff, Red Bull, Lion and more. 

Whether it’s earning brand loyalty through pre-sale offers, partnering with local and international artists to reach new audiences or activating at popular events such as Rhythm & Vines, Spilt Milk or Harvest Rock, one insight remains the same – New Zealand and global consumers say that music is their leading passion.

“Our research studies show that now, more than ever, we are craving connection IRL through shared experiences. When activated correctly, fans wholeheartedly welcome brands into their space, fast-tracking long-term brand loyalty by tapping into their passions. We all remember our first live music experience so to be connected with irreplaceable memories is an unrivalled opportunity for brands,” says Rosser.

Connect by Live Nation is made up of a dedicated team led by Rosser, who live and breathe music and culture. Combined, they have managed some of the world’s leading brands and artists, worked on high profile events and gained experience overseeing strategy for commercial broadcasters and social platforms.

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