The music/tv/video crossover business is still very lucrative (it’s true, MTV!), which is why Spotify last week announced that it was exploring video partnerships to increase ad revenue. Also, Comcast last week announced that its Xfinity brand would become a lead sponsor of all U.S. tour dates as part of Taylor Swift‘s upcoming ‘The 1989 World Tour.’
Comcast hopes to provide a real value-add to existing subscribers, and is almost certainly trying to attract new customers with the exclusive content it will be able to offer. Xfinity customers will have access to behind-the-scenes video footage from tour rehearsals, ticket giveaways, a curated On Demand experience, and – for a select few at each tour stop – a chance to be in the backstage ‘vibe room’ where they will be able to meet Swift.
“Taylor Swift is a global superstar and her fans have an unrivaled passion for everything she touches,” said Todd Arata, VP, Brand Marketing, Comcast Cable. “And now, Xfinity and Taylor Swift are coming together to bring Taylor fans an experience they can’t get anywhere else.”
As concerts and live events continues to become more lucrative than music sales, deals with video publishers and cable providers will almost certainly increase. Yahoo and Live Nation have renewed their concert-a-day livestream partnership, and HBO has upped the number of concert and music specials it produces each year. As a cable company, Comcast’s deal with Swift goes even further, as it can take more forms and the company can leverage its footage and sponsorship across more mediums.