How iHome Became the Title Sponsor for Live Nation’s Identity Fest

Check out billboard's savvy analysis of Identity Festival and their strategic sponsorship partnering. In the fast-growing world of EDM, Identity Festival has created quite a lasting effect after only one year in production. Geared toward a younger audience, Identity has undertaken a hugely effective social media push and brought on appropriate sponsors to that effect.

"'[Identity attendees] are younger, more tech-savvy, online, and we know that they're using iPhones,' says Allen Santa Maria, iHome Marketing Manager. 'It's a natural tie-in with our products, and all a part of making iHome more social and experiential; to build us into the community so we have a connection with our fans through music.'"

In addition to last years (now recurring) sponsors such as Rockstar Energy Drinks (who hosts their own stage), Identity has geared up with iHome to provide a main stage and engaging installations at every one of the 15 show dates. From glowing tables and chairs to photo booths and remixing stations, iHome has become a major aspect of the ID Fest experience. As Identity producer John Reese states, "When you're out with a product in customer spaces that assimilates with their culture and lifestyle, there's absolutely an effect. If you're someone who listens to electronic dance music, and there's iHome supporting it, that inspires a certain brand loyalty." This sort of brand sponsorship is one of the major forward-thinking success of Identity Festival and will become more frequent at EDM events across the globe as the genre grows.

Be sure to catch elektro at every Identity Festival stop this summer as the official media sponsor.

Read the entire article on Billboard.

IDentity Festival Official Website