Casinos have been attracting all sorts of partnerships in the past few years, with more people entering this growing industry as stakeholders. Not only is the hospitality industry tapping into this market, but tech companies, sports teams, cruise lines, and other top players are also making a play for what is a multi-billion dollar market. Expectations are rife that with the growth of online best casino sites, this interest in partnerships will also grow, which explains why music artists are now making a mark in this market. So, how are music artists partnering with casinos, and how has this affected this industry? We take a look.
How Music Artists Work with Casinos
The casino setup always includes music as it sets the mood and transports players into a world where they can focus on the gameplay and their potential earnings. Casinos are now taking this experience to the next level by partnering with top music artists in the following ways:
- Live performances. Players come from far and wide to set their eyes on their favorite artists who put on a show for them. Sometimes, musicians sign residency contracts where they play shows in a venue for weeks or months, allowing players numerous chances to interact with the big names in the music industry.
- Promotional events. Sometimes, casinos host exclusive appearances where music artists collaborate with the casino to showcase their talents during events such as grand openings, anniversaries, album releases, and more. These events attract huge crowds as people come to celebrate the casino’s or artist’s milestones.
- Merchandise. Players love showing just how much they support their favorite artists by buying clothes or accessories that bear the names of their favorite artists – and casinos often stock these as a show of their allegiance to the artists.
- In-game music. In line with the continued growth of online casinos, many casino operators have been integrating music into their games. And rather than go for the usual generic game music, they are now integrating licensed music from key musicians which makes the gameplay more immersive. Some games even feature performances from the artists which makes them more engaging.
- Charity events. Many casinos invest in social welfare. Often, they partner with top artists in the industry to provide entertainment to the guests while also prompting them to be part of the cause.
And, of course, casinos often engage music artists to be part of their marketing campaigns, whether this involves having the artists sing songs in the ads or asking the musicians to showcase the casino in their social media platforms. When people see their favorite artists backing a casino, their parasocial relationships push them to engage with the casino, so that they can have a shared passion with their favorite icons.
Why Do These Partnerships Exist?
With more musicians linking up with casinos in recent years, you may be wondering what motivates such partnerships. Well, it comes down to the following:
- Lucrative Partnerships.
While musicians are in the business to pursue their passions and share their talent with their fans, financial gain is also important to them. Casinos fill this gap by offering the following revenue streams:
- Payment for live or recorded performances.
- Sponsorship contracts.
- Royalties for the right to play music in casino games.
Some artists will go for a combination of these options while others may focus on the bigger ones, e.g., the residency contracts. But no matter what they choose, it’s evident that these partnerships are mutually beneficial. After all, casinos get to attract people who want to see the musicians perform and the artists get the opportunity to play for their existing fans as well as other people who can turn into fans.
- Immersive Playing Experiences.
At the end of the day, casino operators want to curate experiences that appeal to their target market – the players. And for most people, the allure of playing games while listening to lively music is undeniable. This musical integration thus keeps more people invested in the games, which allows the casinos to keep operating. So, if you think about it, everybody wins in this scenario!
