The music industry has always been a great place for brands to integrate and create effective partnerships.  In 2017, however, the possibilities for brands from all different industries to develop unique and brand-building programs are greater than they’ve ever been.

Curious how your brand could partner with an album release, event or tour?  Check out these 4 partnerships we thought knocked it out of the park.

59th GRAMMY Awards | Bulova


Bulova and The Recording Academy partnered to create a custom, GRAMMY-inspired watch that uniquely synergized the integrity, artistry and craftsmanship synonymous with both iconic brands.

The partnership was a part of Bulova’s “History of Firsts” campaign; with a customized ad that recognizes that some of the more memorable “first moments” in our lives are often punctuated by music.

More details about this program here.

Big Machine Label Group | Feeding America & General Mills


Big Machine Label Group, General Mills and Feeding America teamed up for the Outnumber Hunger Campaign, a nationwide effort aimed at fighting hunger in local communities across America.

The partnership included specially-marked packages of nearly 60 General Mills brands including Cheerios, Lucky Charms, Nature Valley and Totinos featuring Outnumber Hunger’s 2017 spokesperson Thomas Rhett. Each package contained a code, which customers could enter along with their zip code online to help Feeding America secure five meals on behalf of their local member food bank.

Learn more here.

Lady Gaga | Bud Light


Universal Music Group and Bud Light partnered to promote the release of JOANNE, Lady Gaga’s fifth album. The partnership included the “Bud Light x Lady Gaga Dive Bar Tour”, four 15-second TV spots that featured portions of tracks off Joanne, and a performance of the single “Million Reasons” which was available on Bud Light social media platforms.

More here.

Panic At The Disco | Hot Topic & Live Nation


Live Nation and Hot Topic partnered to promote Panic! At The Disco’s DEATH OF A BACHELOR TOUR with a sweepstakes. From January 23 – February 20, 2017, fans could enter online for the chance to see the band perform live in Las Vegas. One grand prize winner received a flyaway package, including airfare and hotel accommodations for a two-night stay in Las Vegas, two tickets to the concert at the Mandalay Bay, two autographed vinyl copies of the Death of A Bachelor album, two Hot Topic Panic! At The Disco band tee-shirts, and a $100 Hot Topic gift card.

Additionally, three other participants each received two tickets to the “Death of a Bachelor Tour” in a participating city of their choice, and a $50 Hot Topic gift card.

Find out more on

Look for more blog posts in the future that will cover the partnership marketing industry across even more brand and entertainment categories. Additionally, for access to more partnerships and marketing opportunities, create a profile on

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On behalf of the team at The L.A. Office, thanks for reading and we’ll see you next time!



Nick Mitich

Digital Marketing & Membership Supervisor

The L.A Office

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