The New Era Of Artist Collaborations

The evolution of advertising within artist campaigns has breached far & wide, where artists and labels are seeking creative outlets to promote their new projects, from producing short films, to hosting virtual meet & greets, and working alongside other larger DSP's, digital service providers such as Spotify to promote their new music, this new era of artist campaigns has further solidified itself with your favorite food brands.

Katy Perry | Instagram

Primarily residing within the pop music space, collaborations between some of the most popular and gen-z food brands are finding its home within the artist campaign budget.

Although artists have worked with food brands in the past, such as Justin Bieber with Tim Hortons or Saweetie with McDonalds, we're seeing an evolution to the concept instead of an artists name slapped onto a brand's promo and instead are curating their own products with these larger companies.

The iconic country music star, Dolly Parton has continued to remain in the public eye through live performances, featuring on Beyoncé's new album "Cowboy Carter", and continuing to keep tabs with the press within consistent interviews, however, Dolly has also kept her name and icon status by collaborating with big name brands, such as Krispy Kream Donuts and Duncan Hines.

Parton not only promotes the brand in their first ever partnerships, titled "Dolly Southern Sweets Doughnut Collection", but even selected her own treats collection of four southern flavored treats, which are available at a multitude of their stores nationwide. The company even prompts fans to either dress in their favorite Dolly Parton merch or sing their favorite song from her discography to win a free donut.

This news-worthy partnerships aligns with the singer's brand as it further explores her southern roots and personalized recipes, all while keeping her name front & center across North America. Longtime fans or bakers are able to curate their very own Dolly treats with her specially crafted recipes.

Dolly Parton | NPR

The world of sweets doesn't end their for the country music icon as she recently partnered with Duncan Hines on her very own mixes, inspired by her own recipes. The singer is featured on a box of over twelve mixes and two frostings and available across major grocery stores nationwide.

The Espresso singer released her own limited edition coffee ice cream flavor with Van Leeuwen, a first of the brands kind with a major popstar. Not only is Sabrina Carpenter taking the crown for song of the summer but is taking summertime to a whole new level with this recent partnership. Although the flavor was available for a short period of time, this clever project was met with nationwide adoration as she celebrates her reigning season.

A continuation on the sweets train, Olivia Rodrigo continues her reign on the genration-z'ers with her own Crumbl cookie for with her new album "GUTS". The popular cookie brand has been a dependable marketing organization across the popular app, TikTok where sweets lovers are inclined to review their unique treats. Although the brand has worked with other companies on their own cookie selection, Rodrigo is marked the first of its kind to work with brand on her widely available cookie.

The Crumbl brand made these GUTS-inspired cookies available nationwide across all of their stores for Rodrigo-fans and cookie lovers to come out and try the new flavor.

One of the top collaborators in 2024 has worked with countless artists and more to come, including The Kid Laroi, Olivia Rodrigo, Sabrina Carpenter, and Katie Perry. The LA-based grocery store, Erewhon, known for their healthy and jam-packed smoothies has partnered with many creators on their own limited edition smoothies and is now extending into the world of musicians.

Kid Laroi | Instagram

Not only are artists able to create their own drinks, include all of the healthy ingredients the store has to offer, and create an instagram-worthy treat, but the company even releases behind the scenes footage and photos of these celebrities creating these concoctions. These collaborations have consistently been privy to high traction amongst all social media platforms as they connect deeply with the consistent shoppers of Erewhon and prompt fans to seek out & purchase these exclusive drinks.

Through countless partnerships with major companies within the food & beverage industry, artists are able to keep their name, new music, and upcoming projects at the top of our minds with these limited time only purchases, forever changing the future of advertising for musicians.