In January Carrie Underwood welcomed Almay and numerous beauty editors to Nashville to launch her campaign as their Global Brand Ambassador.
Major brands are working hard to connect with Country music fans, due to the genre’s growing popularity. An article in Marketing News explores the trend, which has brands Coors Light, Cover Girl, Diet Coke, Lipton Tea and Ram Trucks partnering with country star endorsers.
Damon Whiteside, CMA Sr. VP of Marketing and Partnerships told the magazine, “Brands are now more proactive about reaching out to country artists, whereas before, we had to do more of an educational process with them…Now artists can be a little bit more choosy about what brands fit their image.”
Country fans are more affluent than 10 years ago, with annual household incomes averaging $75,000 in 2013, versus $54,000 in 2003 (Nielsen). This has attracted more partnerships with luxury and tech brands than in the past.
According to the article, the CMA’s year-round brand partners are American Airlines, Anheuser-Busch, Pepsi, Patrón and Chevrolet, with about 50 more brands sponsoring CMA’s events.
Blake Shelton is the most effective celebrity endorser, reports The Marketing Arm, which ranks celebrities based on consumer awareness, likability and trustworthiness. Carrie Underwood ranks No. 2 on the list, followed by Reba McEntire at No. 5 and Faith Hill at No. 6.
Category: Artist, Featured, Sales/Marketing
About the Author
Sarah Skates has worked in the music business for more than a decade and is a longtime contributor to MusicRow.View Author Profile
