AEG Presents

American Eagle Teams Up with Bailey Zimmerman for Stagecoach

American Eagle has partnered with rising country star Bailey Zimmerman and will be the exclusive apparel and denim sponsor of Stagecoach, the large country music festival in Indio, Calif. (April 24–26). The activation is the next phase of the "American Eagle Jeans Country" campaign and follows a product collaboration with Ella Langley. At Stagecoach the brand will run two immersive experiences, have artists wear its clothing, and release a limited-edition collection on March 25. The campaign includes social, outdoor and in-store activations and a 60-second spot titled "Be Yourself." American Eagle used data from Spotify showing country is a top genre among its Gen Z customers to inform the strategy. CMO Craig Brommers said the brand is tracking short-, medium- and long-term metrics including revenue, traffic, customer acquisition and brand affinity.

SeatGeek and Spotify Join Forces for Concert Ticket Sales

SeatGeek has launched a new integration with Spotify that surfaces SeatGeek-powered ticket links on artist pages and upcoming tour-date listings within the Spotify app. The initial rollout covers a select group of venues where SeatGeek is the primary ticketing provider — specifically 15 major U.S. venue partners including State Farm Stadium, Nissan Stadium and AT&T Stadium — enabling a streamlined purchase flow for users. The move expands SeatGeek’s direct access to Spotify’s large user base but remains limited compared with dominant rivals Ticketmaster and AXS. Spotify works with more than 45 ticketing partners and says it has helped artists generate over $1 billion in ticket sales; the company recently reported 750+ million monthly users and ~290 million paid subscribers. SeatGeek previously ran an in-app ticket partnership with Snapchat in 2018, and Spotify experimented with direct ticket sales in 2022.

Festival Marketing: Exposing Flaws in Media Measurement

AdExchanger’s Data-Driven Thinking uses Coachella as a focal lens to criticize how media is measured today. The piece argues that festival marketing exposes a broken system: reach numbers are inflated when exposures across channels are counted separately, and marketers confuse correlation with causation when attributing website traffic to festival activity. It notes that large brands juggle 12–20 measurement vendors, stitching siloed currency and panel data into a ‘unified’ view that remains incomplete. Brand lift studies, designed for one-to-many campaigns, fail to capture real-time, many-to-many, creator-led ecosystems. The article highlights a cultural moment tax—brands pay 300–500% premiums for festival-adjacent inventory—and warns that blunt measurement tools drive misguided budgets. It advocates for independent measurement over walled-garden data, cross-platform capabilities, and attribution that reflects real consumer journeys, not yesterday’s measurement paradigms.