Kelsea Ballerini Live: Setting the Stage for Brand Brilliance

At the latest SiriusXM + Pandora live show, we proved once again that when brands and music meet, real impact follows. And Kelsea Ballerini's live show lived up to that. We’ve seen the country genre dominate across SiriusXM on channels like The Highway (the most listened to channel) and on Pandora, where five out of the 10 most-listened to-stations are country.   

So when country music singer and GRAMMY nominee Kelsea Ballerini stepped on our stage, we knew it would be cause for a high-energy, impactful, and connected night for fans and brands alike. Kelsea is a pop country queen, and pairing her popularity with brand activations brought the exact energy and vibe, perfect for attendees and sponsors alike.

Brands Hit Every Note

Each sponsor turned what would be an already unforgettable night into something much bigger—a series of moments that fans experienced, shared, and talked about long after the last ballad. From product sampling to social storytelling, sponsors proved that when brands meet fans where the excitement is, they become a part of the core memories made. 

For advertisers, events like these are more than exposure, they’re emotional resonance, measurable engagement, and influential moments that take your brand from corporation to fan favorite. 

Brand Power on Display

As fans filled the venue to see Kelsea perform, sponsors were there, delivering creative, sharable moments that extended far beyond the stage. Each activation shows how immersive experiences drive engagement, visibility, and measurable brand lift. And it was all made possible by Almond Joy, Celsius, Depop, Firestone Complete Auto Care, Pantene, Paramount+, Plan B, Purdue Global, Sonic, and Southwest Airlines.

Sugar, Swag, and A Little Something Nice

Almond Joy made the experience even sweeter from start to finish. As fans entered the venue, brand ambassadors handed out branded bandanas, a nod to country fashion and the perfect accessory to add to a concert fit. And to leave a lasting impression, Almond Joy distributed full- and snack-sized candy bars to guests as they exited, sending them home with something sweet to remember. 

This simple but effective interaction connects joy with the brand name, and leaves fans smiling as they made their way out. 

Sippin’ In the Saloon

Celsius brought the energy in true country style. Their custom saloon-inspired tasting bar offered fans a chance to get charged up before the show with five sparkling flavors, including one of Kelsea Ballerini’s favorites. Between the themed decor and the delicious drinks, the Celsius activation became a go-to stop before the show kicked off. 

This experience brought the energy, literally. By tying product sampling with the country theme of the night, this booth fueled both fans and brand affinity and drove brand awareness up to 88% with fans.

Front Row, Fashion Forward

Depop turned fandom into access. With just a simple follow on Instagram, Depop gave superfans the chance to score big with front-row access at the show. Creating an unforgettable moment for fans and driving social lifts for the brand. Additionally, brand ambassadors did some styling by handing out illuminated bracelets that lit up Kelsea’s performance, and a photographer roamed the crowd to snap professional fan photos that were perfect for sharing on social media. 

With all of these elements in play, Depop created a bridge between social engagement and live event energy, keeping them at the center of the fan experience and increased fans’ opinion of them by +57%.  

Boots, Beats, and Branding

Firestone set the bar high for the night with a pre-show performance from cowboys and cloggers, one of whom was Lacey Collins, the reigning national champion soloist of the Clogging Champions of America. Their energy got the crowd hyped and ready to receive the temporary tattoos and custom tote bags that the cowboys passed out. Not only did this set an authentic country vibe to the night, it kept fans entertained before show time. 

With a performance-driven activation that matched the energy of the crowd, Firestone brought fun and authenticity together and drove a +87% list in brand consideration.  

Glam On the Go 

Pantene’s “country-fried hair” airstream truck was a can’t-miss stop outside the venue. When fans entered, they were greeted with product samples, photo booth moments, and merch, all while brand ambassadors held their place in line so they could explore the space without worrying about losing their spot. The airstream brought charm, from branded folding fans to mirror selfie opps, proving the Pantene truck was the perfect pre-show destination.

A masterclass in experiential care, Pantene turned beauty sampling into genuine fan hospitality and kicked off the experience in a thoughtful uplifting way which aided in boosting sponsor awareness by 83%.

The VIP View

Paramount+ and the Big 10 transformed the premiere lounge into a branded haven for VIP guests. The space featured custom cocktails, onsite signage, branded accessories like cups and pillows, and more. Brand ambassadors were there passing out leather koozies to the GA crowd, giving them the chance to interact with guests beyond the VIP lounge. And nothing drives influence quite like an influencer, which is why Paramount+ brought an influencer on site to capture her VIP experience and share it across social media. 

Paramount+ blended luxury, social reach, entertainment, and visibility into one, positioning themselves as a premium partner for an unforgettable experience and aiding in sponsor awareness by 58%.

Power in the Powder Room

Plan B showed up and showed out in their usual bold fashion with a women’s bathroom takeover. With custom stall wraps, mirror clings, and branded posters, Plan B turned the potential for maximum visibility into reality. They transformed the space in a clever way, opening the room up to become a visual brand opportunity and a conversation hub—a clever way to meet women where they are and reinforce empowerment and authenticity. 

With the complete bathroom takeover, Plan B turned a functional space into a brand storytelling moment, all while giving women a break from the crowd and a minute to remember exactly how powerful they are. And by giving power, they received it too, seeing 63% in aided sponsor awareness for the night.

Art Meets Access

Purdue Global brought local culture to life through art. In partnership with Chicago-based artist, Sick Fisher, they unveiled a custom mural celebrating Chicagohenge, the city’s seasonal sunset phenomenon that just so happened to coincide with the event. The piece became the perfect backdrop that blended local, Chicago pride, Purdue Global's brand affinity, and educational spirit. 

This community-forward activation was a great way to highlight creativity, connection, and the power of the people, all of which are key pillars of Purdue Global’s brand. Plus, they saw a +17% lift in sponsor opinion with fans.

Hats Off to Fans

Sonic kept things cool from the start, with brand ambassadors greeting guests at the door with their very own branded trucker hats. This simple, stylish touch added instant personality to the crowd and made photo opps all the better. 

Handing out wearable swag is proof that even small, simple things can go a long way, especially when they’re stylish and on theme. We saw this to be true after a +15% lift in sponsor consideration for the brand.  

Taking Fans to New Heights

Southwest Airlines took pre-established brand loyalty to the next level. For Rapid Rewards members, Southwest Airlines rewarded the first 50 RR members in line with points vouchers. And to the lucky first six people in line, not only did they get points, they were surprised with the chance to attend a meet-and-greet with the one and only Kelsea Ballerini. They made the moment complete with a commemorative photo keepsake and specialized “boarding pass.” But that’s not all—inside the venue, the Southwest DJ booth kept spirits high until it was showtime. 

For brands like Southwest Airlines, rewarding fans with once-in-a-lifetime opportunities, good vibes, and gifts that make an impact IRL turns fan engagement into long-term loyalty. For Southwest Airlines, fans reported a +49% positive impact on sponsor opinions.

Gather ‘Round for Sponsorable Events

Looking to saddle up at the next one? We offer sponsorable events for brands who want to connect with consumers who love the podcasting world or the music world. With live podcast tours featuring hit shows like Smartless, brands get a peek behind the podcasting mic and an intimate evening with superfans. 

And for brands looking to be a part of engaging moments with music, we offer a variety of opportunities at events like Music Row Happy Hour, El Pulso, Race Weekend, HBCU Homecoming, Small Stage Series, and more.

To connect with the cultural movements of today, SoundCloud Next Wav events empower and reward artists on the platform and their communities. Each full-day event is packed with artist-centric workshops, creative activations for brands, local live music from the city's hottest talent, and more—bringing artists, fans, and the brands they love together.

Let’s partner up at the next event. Hit our line.

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