Live Nation Asia has teamed up with Hong Kong-based marketing firm EX-R Consulting to connect brands to music fans across Asia.

Live Nation Connects, headquartered in Hong Kong, will serve brands regionally focusing on China, Japan, Korea, Singapore and Taiwan, with the aim of increasing demand for brands by reaching fans through experiences that add value at live music events across the region.

“The opportunity for meaningful connections between brands and fans is at an all-time high and Live Nation Connects will do just that by delivering authentic brand partnerships via creative and experiential marketing,” said Colleen Yu, founder and principal of EX-R Consulting.

“Our proven track record working with Live Nation over the recent years provides a solid foundation for Live Nation Connects and we are very proud to be partnering with them to work with agencies and brands across Asia.”

The company will serve to partner more closely with brands and agencies with a range of capabilities, which include strategy and creative, artist relations, original and branded content, experiential events and production, promotions and product design, digital and social media, Live Nation’s FanFluencer service, fan intelligence and measurement and PR, along with innovation such as VR, emerging technologies and multicasting.

James Dick, senior vice-president of marketing partnerships at Live Nation Asia, said: “Live music fans are among the world’s most receptive audiences with 90% of fans believing that brands can enhance the live experience.

“This is because live music is an emotional, collective, multi-sensory experience, where fans are more tuned in, open to their surrounding and are ultimately more receptive to brands. Live Nation Connects can enable brands to be a meaningful part of culture and engage with fans through the power of live.”

Live Nation Asia has organised tours for artists in the region such as Backstreet Boys, Green Day, Maroon 5, Troye Sivan and U2, along with producing and promoting leading festivals including Creamfields and Download.