Music Sponsorship: China Most Accepting, Hungary Least

According to a new survey by market research firm, Synovate, Chinese music consumers are the most accepting of brand sponsorship of their favorite acts, while Hungarians are the most opposed to it.

Synovate surveyed 8,000 adults ages 18+ across 13 countries - Australia, Brazil, Canada, China, France, Hong Kong, Hungary, India, Korea, Philippines, Spain, UK and US - to understand the buying habits and preferences of music consumers. The results were presented during the global music conference, MIDEM 2010, this week.

Product endorsements and brand promotions can be a great way to not only achieve a sponsoring brand's objectives, but also a great way for artists to grow their own brands with music consumers. However, acceptance level for brand involvement can vary by country.

Almost one-third (30%) of people globally look out for competitions or promotions that feature their favourite artists and bands (topped by China at 49%) while 43% agree that ‘If brand sponsorship is the only way an artist can make money, I think they should do it (even if they have to compromise)'.

Steve Garton, global head of media research for Synovate, said: "It seems like Hong Kong has the most committed fans in the world in one respect. They are the highest group, at 59%, that say they’ll support their favourite performers who use brand sponsorship if that is the only way these artists can make money."

However, 47% of people globally don’t think this is a good idea, with Hungarians the most opposed, at 63%, to the possible suggestion of musical artists ‘selling out.’

Respondents were also asked if they are more likely to buy a product that is endorsed by their favourite artist / brand. Overall, almost one third of people globally (31%) agreed with this, topped by Korea at 52% and China at 38%.

Darryl Andrew, CEO for Synovate in China, said: “Interestingly, Chinese consumers actively seek brands associated to music icons but, as shown earlier, score low in areas such as ‘I’d give anything to meet my favourite artist’ and I’d listen to music every minute of the day if I could’.

Andrew continued: “There is also a bit of ‘Pavlov’ conditioning involved. Consumers in China and across the world expect to see celebrities endorse and promote products, and in many cases they lap it up – they love the exposure for their favourite pop icon. So, it’s a no-brainer, but marketers still have to know what consumers’ hot buttons are.”