Tim O'Connor. Credit: Vevo
In this series, industry leaders share their perspectives on the defining moments of 2025 and the forces shaping the year ahead. Here, Vevo APAC Sales General Manager Tim O’Connor writes his thoughts.
Be sure to check out Adnews' 50-plus page State of the Market report, Forecast 2026, for more outlooks.
Looking back at 2025 it has been a mixed bag on a number of fronts, but one thing that has been consistently incredible is the music.
We welcomed a slew of global superstars to Australia - Oasis, Billie Eilish, Katy Perry, AC/DC, Lady Gaga to name a few. Any one of these shows would have been the ‘must attend’ concert of most years and we’ve been lucky enough to have them all come over the course of 2025.
Many of these artists have such devoted followings and fandoms selling out their shows almost instantly. For brands the magic is in joining the moment in ways that feel organic and part of those moments in ways that appeal to that fanbase.
Take the Adidas x Oasis partnership. Fans embraced it because it made sense culturally. It wasn’t a campaign shoehorned into a moment - it truly became part of the experience. If you were there, one look at the crowd kitted out in co-branded tracksuits and bucket hats would tell you how successful that collaboration was.
That’s what effective brand engagement looks like in music today.
Beyond the gigs, these music moments have become a lens through which brands can meaningfully engage with audiences across every screen, creating opportunities that extend well beyond traditional media campaigns in both reach and engagement.
For brands, the value lies in creating something meaningful for the vast number of people caught up in these moments - be that merch partnerships, contextual sponsorships or event-based activations that fans actually care about.
What became clear with this all-star lineup of talent coming to our shores this year is that music as a medium is often underinvested in by the media sector compared to sports, despite the enormous engagement potential.
Music fandoms are diverse and deeply engaged - they are ripe for investment this year. From Gen Z pop fans queuing for the latest merch drop to long-time rock enthusiasts showing up in vintage AC/DC tees, there’s a spectrum of passion that marketers often overlook.
And that’s the point: if you’re still comparing audiences by age or gender alone, you’re missing the nuances that drive loyalty, conversation and purchase intent.
Experiencing these events firsthand has reinforced this point for me personally. Attending concerts and seeing fans interact with so many different elements and each other is a vivid reminder of the impact culture has on behaviour.
After all, it’s one thing to look at streaming numbers or digital metrics but it’s another to witness the raw enthusiasm of a crowd and the way those moments stick with people afterward. That emotional resonance is precisely what brands can tap into when they align their campaigns with music’s cultural heartbeat.
This year, beyond music, the opportunities for marketers will continue to evolve.
Digital consumption remains fragmented, with more streaming platforms and increasingly niche content driving audience behaviour.
This fragmentation can put downward pressure on inventory prices, which can benefit brands, but it also makes context and alignment more important than ever.
Marketers who can pair audience data with real cultural insights - understanding when and where fans are most engaged - will have a clear advantage.
Accelerating AI adoption is another trend set to shape marketing strategies next year. Across the industry, we’re seeing practical applications of AI emerge - not just as a conceptual or experimental tool, but as a way to predict trends, optimise media delivery and align brands with cultural moments in real time.
For marketers, this means better targeting, more relevant campaigns and the ability to capitalise on ephemeral moments without having to guess what will resonate.
Of course, no year passes without its challenges. The media landscape remains competitive and fast-moving, with consolidation alongside emerging platforms reshaping where and how audiences engage. Talent pressures are also significant - many organisations are recalibrating their teams or seeking to retain key skills in an increasingly complex environment.
Yet despite these pressures, the overarching narrative for this year is optimistic. I’m really excited to see how the music landscape evolves - it’s a highly scalable, underutilised channel where authenticity and cultural alignment can drive meaningful results.
Brands that embrace these moments, not just as an opportunity to advertise but as a way to genuinely connect with audiences, will be able to differentiate themselves in ways that sport or other traditional channels may struggle to match.
If 2025 was the year that reminded us of music’s potential, 2026 promises to be the year that shows us just how far those opportunities can go. For marketers willing to pay attention to the fandom, embrace cultural authenticity and invest in meaningful engagement, the stage has never been bigger.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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