In the US, 76% of festivalgoers feel more favourable towards brands that sponsor a tour or concert, while 74% of music streamers feel the same about brands that engage them through music giveaways, sweepstakes and concerts.

“I'm not a businessman, I'm a business, man,” raps Jay-Z. Collaborating with Samsung for the release of his new album, he's becoming a media empire – making money for himself, kudos for Samsung, and social currency for his fans.

The desire to own and drive your own car used to be a life-defining characteristic for young Brits – but its importance is fading. And it’s the same case in other countries too, from the US and Germany to Japan and Australia. But why? And how is the car industry responding?

Brands are beginning to offer novel, interactive experiences at music festivals to draw people in. But does this increasing corporate influence risk undermining the magic that made festivals so attractive in the first place?