M&M, the best selling candy which claims to melt in your mouth and not in your hand, is celebrating 75 years with its biggest marketing campaign yet, “Celebrate with M".  The candy brand has been going strong since 1941, and this year, it's kicking the celebration up a notch with an amazing marketing campaign which promises to be filled with colorful fun. M&M's giving back to their fans with this campaign that aims to capture millennials and Generation Z consumers. To celebrate its 75th anniversary, the chocolate brand is launching  a year-long marketing bash that will feature star-studded events, product innovation, music collaborations, and unexpected partnerships meant to cement the brand in pop culture history. The hero of the campaign is a spectacular modern twist on an old 1972 classic song, The Candyman, all in a bid to engage millennials.

Deloitte Digital is showcasing its new "creative digital consultancy" at South by Southwest music festival this year. Deloitte Digital treats music fans with a rare opportunity to co-create music with popular indie artists using experiential marketing. The focal point for this exhibit is an interactive music lab, which uses interchangeable technology respectively with sensory experiences, all laced in a side serving of social media.

Luxury Swiss watchmaker Raymond Weil once again is using its passion for music as the creative centrepiece of its collaboration with Universal Music Group and the BRIT Awards. Music has always been an essential ingredient for Raymond Weil, and has been involved within the music industry for over three decades. The Swiss watchmaker is renowned for coining the phrase “Raymond Weil composes its timepieces the way musicians compose their chef d’oeuvres.”

This unique collaboration with UMG will be offering consumers a bespoke digital music streaming service. By aligning the brand so closely to the music industry in every shape and form - from exciting marketing campaigns to music sponsorship, this brand understands how the #PowerOfMusic can drive brand affinity with its consumers.

1Rebel, a new chain of gyms in London, brands itself as the "anti-gym". It is revolutionising London’s fitness and will be looking to extend this successful brand globally. It is a no-contract ‘pay-as-you-train’ boutiques, infamously ditching the typical stereotype gymnasium model.

1Rebel is taking fitness one step ahead of its competitors by using the #PowerOfMusic to differentiate and add value to its services. Music is the focal point at 1Rebel gymnasiums with curated bespoke playlists and even live music to inspire and motivate fitness enthusiasts.

Brands want festival goers to enjoy the best possible music experience by making it all about authentic experiences. We’ve seen how big retail brands, like Hunter and H&M,  have leveraged music sponsorships to engage millennials. With today’s advancements in the technological landscape, being connected has become one of the most vital tools in the music festival experience. For the tenacious festival goer, making it all about the music and nothing else is the advant music fans expectation. Today's music fans have an array of options due to these advancements in technology, such as websites where they can purchase tickets to the gadgets they use to enjoy the festival's activities.

Festival goers now have an array of tools at their fingertips to make the experience an enjoyable one with minimal disruption such as wristband activation, friend finder, shuttle tracker and meal planner, to name just a few.