KFC SG serves up exclusive concert experiences with Live Nation partnership

KFC Singapore has entered into an exclusive partnership with Live Nation Singapore to bring international artists to fans and customers, creating an unforgettable entertainment experience every month. 

From 15 April (Tuesday), KFC customers who spend at least SG$15 per transaction can enter an instant draw to win concert tickets, exclusive merchandise, KFC vouchers, and unique fan experiences such as backstage tours, VIP suite access, sound check pass, and early entry to the concert venue, amongst others. To join, customers must scan a QR code and enter their receipt number for a chance to win instantly.

“We’re beyond excited to partner with Live Nation Singapore to bring unforgettable concert experiences to our KFC fans. It’s all about heightening the senses — from the bold flavours of our food to the electric energy of live music, right here in Singapore.” said Jaslyn Lam, marketing director at KFC Singapore.

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In conversations with MARKETING-INTERACTIVE, Lam also noted, "Music, like great food, stirs emotion and brings people together. By giving fans access to exciting concert experiences, we're celebrating their passion and creating new ways to connect with them beyond the bucket.

As part of artists' rights management, KFC was unable to disclose the exact concerts lined up.

The fast-food giant's partnership with Live Nation follows its foray into the music scene in November last year. Ahead of the holiday season, KFC Singapore added a new sonic seasoning to its original secret recipe of 11 herbs and spices. The brand recreated the classic Jingle Bells song into a tune that was “scientifically proven” to elevate consumers’ dining experience.

According to a press statement at the time, while preparing for its anticipated comeback of the popular Parmesan Truffle Chicken, KFC Singapore searched for ways to enhance its flavours and discovered Sonic Seasoning, where sounds were able to evoke unsaid emotions and transform consumers’ brain chemistry to see more, feel more, and taste more.

In other regions earlier this year, KFC Philippines added a fresh beat to the new year with a catchy anthem, joining forces with OPM (Original Pilipino Music) stars Juan Karlos, Zack Tabudlo, and Adie - some of the most talked-about names in the genre. KFC: Nothing Comes Close combined the energy of Filipino music with the signature taste that defines KFC.

KFC isn't the only food brand to have ventured into the music industry in recent times. In March this year, 7UP redefined the spicy food experience with the launch of its ‘7UP SpiceIt Playlist’ in collaboration with Spotify. This first-of-its-kind activation was not just about taste —it was a sensorial fusion of science, spice, music, and refreshment.  

Conceptualised and executed by Leo India, the product pushed the boundaries of how consumers would experience and feel the spice on an entirely new level. Building on the success of its ‘Eat spicy food – drink 7UP– repeat” campaign, 7UP amplified the experience by unlocking the science of sound to intensify flavour, making every fiery bite of food even more thrilling.   

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