Music and motorsport: the perfect combination?

One of the world’s biggest pop stars – Justin Timberlake – is set to perform ahead of the US Grand Prix in October later this year. A crucial move to secure ticket sales for the event.

After the phenomenal success of last year’s Austin act Taylor Swift, the organisers of this season’s event have looked to go even better and greater.

Bobby Epstein, president of the Circuit of the Americas, says music artists see the weekend as a global stage and Timberlake “fits right in.”

Organisers behind the event last year signed up Swift to drive larger crowds to the big race and introduce more people to the sport, and they are hoping to do the same with Timberlake.

“Last year did what we hoped it would do, which is not only enhance an already great event but also give us the chance to expose a lot of new people to the sport,” COTA chairman Bobby Epstein tells Reuters. “And it worked. I think where we saw a big change was in the average number of tickets sold per transaction, which told me that families were buying. And so I think we’ll see that continue.”

Timberlake will play to an expected enormous crowd on 21st October, ahead of Sunday’s race. The booking comes at a critical time in Formula 1 as ticket sales of the sport appear to be struggling.

2017 has already lost the German Grand Prix after reports circulated in November last year that the race weekend would be cancelled.

There are other races where their futures’ remain uncertain too, another dent to the sport. The German race is the third event as of late to make headlines about departing the calendar, following Malaysia’s announcement that the 2018 race will be its last, while Singapore is also reportedly thinking heavily about its F1 future.

With race fees on the rise, tracks are doing their utmost to attract fans to their events.

Timberlake has a huge following, being one of the most successful solo artists of all time. His appearance will be sure to bring in a different audience to the US race.

Going forward, it seems essential for organisers to take music artists into consideration. Granted that not all events can afford such big bookings, but it is at least something to keep in mind as Formula 1 enters the next generation of the sport.

With social media more prevalent than ever, music and F1 shall make a perfect partnership for the sport to grow. Now it is vital to appeal to a wider audience. COTA have caught onto that, demonstrating how to put on a show for all.

Music and motorsport are a well-paired couple, securing the all-important ticket sales for those who are on the fence about attending.

Artists have often featured at races, although no one, arguably, has set the standard higher than the organisers of the Austin GP.

One thing remains certain, F1 and music have to keep collaborating.

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