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In 2026, brands that show up live get discovered and remembered.  

92% of consumers say nothing can replace human connection, and 83% feel more alive when connected with others. Those insights are at the center of how marketing is evolving.  

Live events deliver human connection in a way no other channel can. They move audiences out of passive consumption and into shared experiences. They create moments people remember, talk about, and bring into their lives long after they end.

For brands, this is where authentic relevance happens.

What Makes iHeart Live Events Uniquely Powerful?

iHeart creates cultural moments, supercharged by media.

With an ecosystem that spans broadcast radio, podcasts, digital platforms, and social, iHeart can take a single live experience and expand it nationally. When a brand’s primary goals are reach and impact, that scale really matters.  

iHeart reaches 9 out of 10 Americans every month. When a live event happens, it becomes part of a much larger conversation.

This model brings together:

• Trusted voices and on‑air personalities
• National and local radio promotion
• Social and digital amplification
• Real‑time content creation and distribution

The process is simple. Live creates the experience. Media makes it bigger.  

How Do Live Events Influence Brand Perception and Action?

Live events create a high‑attention environment where brands can connect in meaningful ways.

At iHeart events, audiences are present, engaged, and open to discovery. That mindset drives real outcomes:

• 82% of live music goers discover new brands at events.
• 81% of consumers feel more positive about brands after attending a live event.
• 70% say brands enhance their experience.
• 1 in 2 take action after exposure, from looking up a brand to recommending it.

When brands move from messaging to participation, they become part of the experience,  versus just being a part of a media plan.

What Does the iHeart Portfolio of Events Offer Brands?

The strength of iHeart live events comes from the depth of its portfolio.

iHeart delivers a year‑round calendar of national, local, and custom events, giving brands consistent opportunities to connect with audiences across moments, genres, and communities.  

A portfolio built for scale and flexibility
The iHeart portfolio includes:

• Mass cultural tentpoles: Large‑scale events that drive national reach and cultural conversation across multiple platforms
• Awards shows and marquee moments: High‑profile events that bring together talent, fans, and live broadcast visibility
• Genre and community‑driven experiences: Events designed around passion points like music genres and podcast communities
• Local and custom activations: More than 2,000 local events annually that connect brands directly to communities  
• Premium, intimate formats like iHeartRadio LIVE: Invite‑only experiences that bring fans closer to artists, then scale that content nationwide  

Why this matters for marketers
This diversified portfolio gives brands real flexibility:

• Show up in large‑scale cultural moments for awareness
• Build deeper connections in smaller, high‑engagement settings
• Activate across multiple touchpoints throughout the year
• Align to specific audiences and communities with precision

Every event is backed by iHeart’s media ecosystem, ensuring each experience extends beyond the venue and into a national campaign.

How Does iHeart Turn Events Into Full Campaigns?

iHeart live events are designed to work across the full marketing funnel.

Before the event 
On‑air promotion, repeat exposure, social content, line up reveals, and sweepstakes build anticipation and familiarity.

During the event 
Live audiences engage on site while millions connect through radio, streaming, and social, and content creators fuel real-time conversation.  

After the event 
Content continues to circulate through streaming, interviews, highlights, and recaps that extend the life of the moment.

This approach allows brands to own a moment in music culture and create sustained engagement instead of one-time exposure.

What Does This Look Like in Culture Today?

Cannes Lions 2026 provided a clear example of how iHeart brings live experiences to life.

iHeart co‑hosted a Diplo Run Club, blending music, fitness, and community into a shared moment that brought fans together in real time. And during a live taping of Hoda Kotb’s new Joy 101 podcast, audiences got a front‑row seat to the creation of content and celebrities they already know and love.

These experiences showed how live moments invite participation and deepen audience connection. And that’s exactly how brands move from exposure to engagement to action.

FAQs

Why should brands prioritize live events now? 
Consumers are seeking authentic, human connection. Live events create emotional engagement and lasting impressions that digital channels alone cannot replicate.

What makes iHeart events different? 
iHeart combines live experiences with unmatched scale and media amplification, turning every event into a national campaign supported by trusted voices.

Do live events drive measurable business results? 
Yes! Events increase brand favorability, discovery, and action, with strong lift across perception and intent metrics.  

Can brands activate at different levels? 
iHeart offers national tentpoles, local activations, and custom experiences, allowing brands to scale participation based on their goals.  

Live events are where brands become part of culture.

They bring people together, create shared experiences, and build emotional connection in ways other channels cannot. iHeart takes that power further by scaling those moments across its entire ecosystem.

From global tentpoles to local experiences to everyday fan moments, iHeart creates the experiences people remember and turns them into campaigns brands can grow with.

Want to reach consumers through Guaranteed Human experiences at scale? Let’s connect your brand to the moments that matter.