Millennials are accustomed to being inundated with information. With one of the most desirable target markets dwelling in a digitized world that’s oversaturated with ads and clever promotions, how can marketers grab their attention and get millennials to care about what they’re offering?

As technology evolves, music remains a powerful cultural tool that continually illustrates the real value of that progress for people. For example, festival attendance is on the rise, and many festivals are also offering live streaming services to those who can’t attend.

While brands have long included musical acts in their marketing strategies, the practice has grown both more common and more complex. The days of big-name bands merely endorsing a product or …