Live Nation’s Russell Wallach has done his fair share of research into branding. Just this year, his company has paired Weezer with State Farm and 30 Seconds to Mars with HP to try and help each with cross-promotion. After appearing at the Billboard Touring Conference’s “Sponsorship Buyers And Sellers Weigh In: What We’re Looking For In Naming Rights, Tour, Event And Concert Partnerships” panel, he discussed just how those partnerships are working right now. Specifically, almost every partnership includes social media and mobile tie-ins, and are based around some type of exclusive content offered to the brand that they can in turn share with fans. “What we look to do is get the brand to be the hero for things that are happening at the show,” he said.