Live Nation rebrands Secret Sounds Connect to strengthen music sponsorship and brand partnerships

Live Nation has unveiled a new chapter for its sponsorship, creative, and experiential agency, rebranding Secret Sounds Connect to Connect by Live Nation. The move cements the agency’s position as Australia’s most connected music and entertainment marketing agency, leveraging the power of the world’s largest live entertainment company to drive deeper brand partnerships with artists, events, and fans.

The rebrand reflects Connect by Live Nation’s full integration within the Live Nation Entertainment ecosystem, offering brands unprecedented access to global artists, venues, and festivals, exclusive real-time audience insights via Ticketmaster’s fan behaviour data, proprietary research on music trends and cultural shifts, and a dedicated team with deep-rooted expertise in the music industry.

A new era for brand and music partnerships

Kristy Rosser, senior vice president, marketing solutions and client services at Live Nation Australia and New Zealand (ANZ), founded Secret Sounds Connect in 2009 and has been instrumental in shaping how brands engage with live music audiences. She sees the rebrand as a natural evolution in the agency’s journey.

“Our evolution to Connect by Live Nation represents our ongoing commitment to amplifying brand and fan experiences in the incredible world of music. Our ability to tap into Live Nation's global network gives brands unprecedented access to artists, real-time audience insights, trends, and an experienced team who are deep-rooted in the industry,” Rosser said. “It’s an exciting time to be rebranding after a record year at Live Nation globally and an exciting year ahead.”

With offices across Australia, Connect by Live Nation is a full-service agency providing talent partnerships, sponsorship strategy, creative and experiential marketing, insights and research, and strategic planning. The agency is renowned for its data-driven approach, using research to help brands authentically engage with audiences. One of its standout initiatives is ‘Love Song’, an annual study that deciphers Gen Z music trends and how brands can build cultural credibility in the space.

Why brands are investing in music like never before

Long-term partners such as Smirnoff, Red Bull, and Lion have benefited from Connect by Live Nation’s expertise in weaving brands into music culture through festival activations, artist collaborations, and exclusive presale offers.

Live Nation’s research consistently shows that music is the number one passion point for audiences, and the most effective way for brands to build lasting connections.

“Now, more than ever, people crave real-life connection through shared experiences,” Rosser said. “When done right, fans wholeheartedly welcome brands into their world, creating long-term loyalty by tapping into their passions. We all remember our first live music experience, being part of those irreplaceable moments is an unrivalled opportunity for brands.”

With Connect by Live Nation, brands now have a direct pipeline into the beating heart of Australia’s music culture, leveraging live experiences, artists, and data to forge deeper, more meaningful connections.