RBC is conducting digital and onsite activations at multiple festivals, designed to amplify attendees love of live music.

RBCxMusic is the bank’s platform for connecting with both musicians and their fans. It includes the First Up program, which provides support to up-and-coming artists, as well as various music-related rewards for the bank’s clients. And it has also brought with it several activations at music venues and summer festivals.

This summer’s activations are based around the “RBCxMusic Rhythm Revolution” game, inspired by Dance Dance Revolution. Visitors to the activation can pick a song to play to – all of which come from artists that have participated in the First Up program – with chances to win prizes including merchandise and $150 off their next Ticketmaster purchase.

Festivals on this summer’s RBCxMusic schedule include Lavender Wild (Toronto), Escapade (Ottawa), RBC Bluesfest (Ottawa), Cavendish Beach Music Festival (Cavendish, P.E.I.), RBC Rock The Park (London) and Ilesoniq (Montreal). RBCxMusic activations can also be seen at notable Toronto venues this summer, like Budweiser Stage and Echo Beach.

The activations also feature things that have become RBCxMusic mainstays, like an elevated VIP viewing deck, which Matt Thomas, senior director of brand marketing at RBC, says contributes to an elevated live music experience.

“We are constantly looking for year over year ways to evolve our presence and support for music,” Thomas says. “This year, there has been a real focus on trying to create unique experiences.”

According to Thomas, for RBC, the platform is about furthering the cause of up-and-coming artists. The bank’s broader sponsorship approach is hone in on passions people have – like music, but also gaming – and from there embracing them and making activities as interactive as possible. To be genuine, Thomas explains, is about being attuned to what clients want, and being focused on the fan experience.

Signage includes idea-centric messaging, informed once again by the bank’s broader brand platform, “Ideas Happen Here,” which was also part of its attempt last year to elevate the return of the live music experience.

The goal of the RBCxMusic platform more broadly is to tap into music’s innate ability to unite youth. Thomas says the bank as a broader organization over the last decade has made a strong commitment to youth with its Future Launch Scholarship and its RBC Training Ground, which supports young athletes.

The RBCxMusic team worked with Salt XC for ideation, production and execution of the activations. Trevor//Peter is responsible for social media promotion and influencer marketing.