2020 Music Brand Partnerships
By: Rowena Chang
Tags: Personal, Music, Celebrity, Brand Partnerships, Music Industry

A living collection of musical brand tangos & virtual event sponsorships.

Artist x Brand

KFC Sneaks Ads Into Spotify Premium Through Artist Partnerships (February 2020)

A Dubai-based ad agency working for KFC Arabia exploited a loophole to showcase ads for a fried chicken sandwich. The ad campaign worked with three of the top artists in the region to perform a ‘page takeover.’ Artists Flipperachi, Moh Flow, and Shébani all participated — transforming their headers, album covers, and profile avatars into KFC ads.

KFC and Crocs Create the Ultimate Fried Chicken Footwear, Featuring Rapper MLMA (February 2020)

In partnership with KFC, Crocs is releasing two new, co-branded versions of its clogs — including one with removable, chicken-scented Jibbitz charms that look like drumsticks. The “Kentucky Fried Chicken X Crocs Bucket Clog” was modeled by artist Me Love Me a Lot (aka MLMA) during Fashion Week.

Lay’s Teams Up With ‘The Voice’ and John Legend On Weekly Trivia to Promote New Flavors (February 2020)

John Legend will encourage viewers to visit LaysAndTheVoice.com to answer weekly trivia questions for the chance to win prizes, including attending a live taping of “The Voice.” The brand will reintroduce its Crispy Taco and Wavy Fried Green Tomato flavors for a limited time.

Bone Thugs-N-Harmony Goes ‘Boneless’ To Promote Buffalo Wild Wings (February 2020)

Bone Thugs-N-Harmony is calling itself Boneless Thugs-N-Harmony in a campaign from Buffalo Wild Wings to drum up interest in its boneless wings. The rap group will star in a “Behind the Music”-style video and will promote the name change through their own social channels. There are also plans to give away Boneless Thugs-N-Harmony merchandise on a BonelessThugs.com site.

Selena Gomez is Working with Sephora to Bring Her Own Beauty Brand, Rare Beauty, to Life (February 2020)

Following in the footsteps of Kylie Jenner, Rihanna, Lady Gaga and many more, Selena Gomez has announced she’s venturing into the world of beauty and launching her own brand: Rare Beauty. There is an undercurrent of individuality expressed in the promotional posts up on the new Rare Beauty Instagram page, although the products are unknown.

Kacey Musgraves Is Selling a Candle with the Brand Boy Smells (February 2020)

The candle and intimate apparel brand Boy Smells has partnered with the singer for a new scented candle, aptly titled Slow Burn à la Musgraves’ song of the same name. “I brought my song slow burn to life in the form of a smell,” Musgraves wrote in the Instagram caption of a photo of the candle.

Ferrero Works with Steve Aoki For New Tic Tac, Kinder Campaigns (February 2020)

Steve Aoki directs and stars in Tic Tac’s launch campaign for X-Freeze, whose strong taste is exemplified by Aoki’s penchant for sky diving and other adventures. Two 15-second spots and a longer, behind-the-scenes video show Aoki snowboarding, jumping off a roof into a swimming pool and immersing himself in ice.

Jennifer Lopez Partners with DSW Owner on Footwear Line (February 2020)

Lopez and Designer Brands are forming a joint venture, a step beyond the licensing deals that celebrities are typically involved in, for a new footwear line. It will give Lopez the chance to earn shares in the company based off of her products’ performance, so if the project pays off, the entertainer could end up becoming an important stakeholder.

Kelly Clarkson Becomes Wayfair’s First Official U.S. Brand Ambassador (February 2020)

The deal includes TV ads, digital marketing and brand integrations on NBCUniversal’s “The Kelly Clarkson Show.” In April, Wayfair will release an “exclusive, two-part collection of furniture, décor and more, inspired by her lifestyle and southern roots.” The TV campaign begins Monday and is called “Home: You Got This.”

Future, Big Sean, Wale & More Design Jerseys for New NBA Remix Collection (February 2020)

Mitchell & Ness and Bleacher Report have partnered with the NBA. Designs include ScHoolboy Q for the Los Angeles Lakers, Future for the Atlanta Hawks, Big Sean for the Detroit Pistons, Wale for the Washington Wizards, The Diplomats for the New York Knicks, E-40 for the Golden State Warriors, No Limit for the New Orleans Pelicans, and DJ Khaled for the Miami Heat.

Justin Bieber, Lil Nas X, SZA, & Kendall Jenner Star in New Calvin Klein Campaign, “DEAL WITH IT” (February 2020)

Kendall Jenner, Justin Bieber, Lil Nas X, and SZA front the new Calvin Klein campaign alongside Colombian musician Maluma, model and actress Hunter Schafer, and singer-songwriter and actor Lay Zhang. The project is a celebration of self-confidence and unwavering acceptance, with each photo showcasing the subject in their own exaggerated world, as an ode to self-expression.

J Balvin’s New GUESS Collection Is Inspired by His Upcoming Album (February 2020)

GUESS will be releasing its second collaborative collection with J Balvin called “Colores,” inspired by his upcoming album of the same name. The campaign for the new GUESS x J Balvin collection was shot by fashion photographer Tatiana Gerusova in the musician’s hometown of Medellín, Colombia.

St. Vincent Collaborates With Outdoor Voices on New Collection (February 2020)

St. Vincent has collaborated on a new collection with the workout wear brand Outdoor Voices. The seven pieces that comprise STV.OV fall into three categories: form, function, and focus. The colors are inspired by St. Vincent’s travels and were designed with all skin tones in mind.

Apple Finds Lady Gaga, Ava Duvernay And Marie Kondo Behind Their Macs In International Women’s Day Ad (March 2020)

The spot is set to Beyonce’s track “Flawless Feat. Chimamanda Ngozi Adichie. The ad highlights notable female figures including: Malala Yousafzai, Ava Duvernay, Greta Gerwig, Marie Kondo, Megan Rapinoe, Lilly Singh, Diane von Furstenberg, musicians Alicia Keys, Lady Gaga, Victoria Monet, and DJ Switch, and more.

Corona Taps Snoop Dogg For Celebrity-filled ‘la Vida Mas Fina’ Campaign (March 2020)

The saying, which translates to “the finest life,” comes from Interpublic’s MullenLowe. Snoop Dog is the first of many ‘Relaxed Mavericks,’ which will also include Zoe Saldana and pro golfer Rickie Fowler. Each campaign will have a different cultural icon extolling the virtues of easy living and how Corona fits into their lives.

Saweetie Channels Her Inner Festival Queen With New ‘Backstage With Saweetie’ Morphe Collection (March 2020)

The Bay Area rapper has teamed up with Los Angeles-based Morphe Cosmetics for their first-ever partnership with a musician. Titled “Backstage with Saweetie,” the festival-inspired collection showcases the star’s “Icy Girl” mantra that is all about embracing your sexuality and feeling confident. The collection is out on March 20.

Milani Cosmetics Teams Up with the First Ladies of Hip-Hop, Salt-N-Pepa (March 2020)

The Milani x Salt-N-Pepa Collection has been unveiled as a new range of products created in collaboration with iconic female hip-hop duo Salt-N-Pepa. The collection includes four products, which are all packaged with iconic imagery of the women. The product range draws direct inspiration from the 90s by using CD-shaped palettes, matte lip products and more.

Hailey Bieber And Jaden Smith Star In The Latest Levi’s Campaign (April 2020)

Levi’s has tapped Hailey Baldwin and Jaden Smith to front the label’s latest collection. Originally rooted in festival season as well as Hailey and Jaden’s ties to music, the campaign celebrates the optimistic spirit of today’s youth. “Levi’s has always been a symbol of democratic inclusion, youth empowerment, and the choice for those daring to push for a better tomorrow,” said the label.

Revlon Announces New Global Brand Ambassador, K-Pop Star Jessica Jung (April 2020)

Revlon has appointed Jessica Jung, former member of K-pop group Girls’ Generation, the company’s new global brand ambassador. The singer, who also acts and models, will represent Revlon across Asia and appear in campaigns for the brand’s Super Lustrous lipstick and ColorStay foundation on all media platforms.

Hyundai, BTS Celebrate Earth Day in New Global Campaign (April 2020)

Two South Korean giants — Hyundai Motor Company and boyband sensation BTS — have partnered up for the #DarkSelfieChallenge this Earth Day. In a photo posted on the industrial conglomerate official Twitter account, V “showed himself in the dark to shed light on climate change” by taking a selfie with all of the lights off (and the flash on).

Spotify Is Connecting Listeners Across the Globe With New Playlist Campaign (April 2020)

Spotify recruited celebrities to share the things they’re listening to while in quarantine through its “Listening Together” playlists themed for different activities. R&B singer Jojo shared a meditation playlist, R&B artist Alicia Keys shared songs to cook to and rapper Lil Yachty shared a playlist made up of the songs he listens to while gaming.

Spotify, Wizarding World Bring Harry Potter To Digital Audio (April 2020)

Daniel Radcliffe, David Beckham and Dakota Fanning are among a handful of celebrities who will be reading chapters of “Harry Potter and the Philosopher’s Stone/Sorcerer’s Stone” on Spotify. The Harry Potter At Home project is developed by Wizarding World Digital and J.K. Rowling’s agents.

Virtual Event Sponsorships

Twitch is Hosting a Celebrity-filled Charity Stream for WHO on March 28 (March 2020)

On Saturday, March 28, Twitch will host a 12-hour charity livestream for WHO. Well-known gamers like Joe Jonas, Drew Taggart, and Misplaced Kings will take part in tournaments, and musicians like Diplo, Cole Swindell, LAUV, Charlie Pluth, Krewella, Jordin Sparks, etc. will perform.

Bud Light Sponsors a Virtual Concert Series (April 2020)

The brew sponsored its first “Bud Light Dive Bar Tour: Home Edition,” featuring country music star Jake Owen, Post Malone, and more. The shows are streamed on the artists’ Instagram Live page. By about 10 pm EDT the Owen show drew about 4,000 live viewers.

Pepsi Sponsors Global Celebrity-Filled Streaming Special for COVID-19 Relief Featuring Lady Gaga (April 2020)

Pepsi is sponsoring a special organized by the WHO and advocacy group Global Citizen scheduled for April 18. It will have a virtual concert featuring Lady Gaga, Paul McCartney, Stevie Wonder, Billie Eilish and Lizzo, and appearances from late-night TV hosts, athletes, activists, and world leaders.

Fiat Chrysler Sponsors Virtual Concert Series with Interscope Records on Facebook Live (April 2020)

The Facebook Live Watch Party includes a 30-minute performance from an artist’s home, followed by an interactive Q&A with fans using the hashtag #TogetherAtHome. Participating artists include X Ambassadors, Dermot Kennedy, and Ari Lennox. The brand is also using the hashtag #MusicMonday to promote.

Target Sponsors Disney’s New Friday Night Movie Series (April 2020)

Disney has partnered with Target on a new Friday Night Movie initiative that aims to supply families with entertainment. The movies will be broadcast on Disney’s channels ESPN, Freeform, and FX between April 10 and May 1. There will be PSAs & trivia hosted by ESPN personalities Louis Riddick and Mike Golic.

Beyoncé, Ariana Grande, and More Participate in ‘Disney Family Singalong’ (April 2020)

Among the celebrities taking part are Ariana Grande, Christina Aguilera, Demi Lovato and Darren Criss, performing songs from Hercules, The Lion King, Cinderella and The Jungle Book. Donny Osmond returns for “I’ll Make A Man Out of You” from Mulan, while Auliʻi Cravalho returns as Moana for “How Far I’ll Go.”

Idina Menzel, Billy Porter & More Stars Raise $2M-Plus With Virtual ‘Saturday Night Seder’ (April 2020)

Idina Menzel, Billy Porter, Ben Platt, Cynthia Erivo, and more came together over the weekend for “Saturday Night Seder.” About 50 celebrities participated in traditional storytelling, comedic skits, and musical performances recalling maggid. The hourlong event raised $2.35 million for the COVID-19 Emergency Response Fund.

Natural Light Hosts Virtual College Graduation on Facebook Live (April 2020)

Anheuser-Busch beer brand Natural Light announced it will host a virtual college commencement ceremony on Facebook Live. The virtual event will be hosted by actress and activist Amanda Cerny and will feature speakers including Mark Cuban, Jane Lynch, Stephen A. Smith, and Barstool Sports CEO Erika Nardini.

P&G’s Aussie Sponsors Virtual College Graduation (April 2020)

Her Campus, a digital magazine for women in college, is hosting a virtual commencement ceremony. The “I’m Still Graduating” ceremony will feature yet-to-be-announced politicians, CEOs, athletes, and authors as speakers, as well as musical performances from celebrities and students.

Troye Sivan, Kim Petras & More Confirmed For Stonewall Livestream Concert (April 2020)

The Stonewall Gives Back Initiative will host a livestreamed concert to benefit those in the LGBTQ+ nightlife industry who are impacted by the pandemic. The concert will feature Troye Sivan, Kim Petras and Cyndi Lauper, and it will be hosted by RuPaul’s Drag Race judge Michelle Visage and famed YouTuber Tyler Oakley.

Facebook’s Holding a Virtual Graduation Event for the Class of 2020, Hosted by Oprah Winfrey (April 2020)

Facebook’s hosting a #Graduation2020 event across both Facebook and Instagram, which will include appearances from Awkwafina, Jennifer Garner, Lil Nas X and Simone Biles — and a commencement address from Oprah Winfrey. Graduates will also be able to host their own virtual graduation ceremonies.

TikTok Sets Prom Week to Help High-Schoolers Who Are Missing Out, Featuring Diplo and Dillon Francis (April 2020)

The weeklong event will feature in-application hashtag challenged and livestream events with creators, celebrities and surprise live musical performances. Actor John Krasinki demonstrated the Prom Portrait background here. Diplo will host a live DJ set, along with Dillon Francis and other surprise musical guest performances.

Bud Light Seltzer Kicks Off Summer With Virtual Concert Series (April 2020)

Bud Light Seltzer is hosting a new virtual weekly music series called the Bud Light Seltzer Sessions: Your Flavor, Your Show. Bachata artists Romeo Santos and Aventura and Karol G will kick off the series on Friday, May 8. Bud Light is teaming with Drizly and Tostitos, Clamato, and Tajin for a Cinco de Mayo tie-up.