Chicago’s Pitchfork Music Festival is finding success in the spirits, streaming audio services and other categories.

The July 18-20 festival has secured new deals with Jim Beam, Beats Music, Chipotle and Topman, a men’s clothing retailer.

Creates National Platform For Jim Beam
Pitchfork this year has created a national music marketing platform for Jim Beam that includes live events, sponsored content and other assets.

The program centers around Pitchfork Nightcap, a series of six late-night concerts by emerging artists.

Jim Beam kicked off the program June 6 with a concert by Majical Cloudz and Dutch E. Germ at New York City’s Webster Hall. The whiskey brand will sponsor additional shows in Chicago, New Orleans, Seattle and Portland, Ore.

The events take place during the same time as major music festivals. For example, the New York City show took place on the first day of the Governors Ball Music Festival while the Chicago show will be held in conjunction with the Pitchfork Music Festival.

The Portland show will be held during MusicFest NW, the Seattle show around Bumbershoot and the New Orleans show during the Voodoo Music + Arts Experience.   

Jim Beam hopes to leverage the buzz around the festivals, said Matt Frampton, Pitchfork’s vice president of sales.

“People are thinking about the festivals, which puts music front and center.”

With the exception of Pitchfork Jim Beam is not an official sponsor of any of the music fests.

Jim Beam will post branded content from the shows on Pitchfork.com.

Pitchfork and Jim Beam are still finalizing the sixth Nightcap market, said Frampton.

Osaka, Japan-based Suntory Holdings Ltd. earlier this year acquired Beam Inc. in a $16 billion deal. The deal included Maker’s Mark bourbon, Sauza tequila, Courvoisier cognac and other brands.

Beats Aligns With Pitchfork App
The subscription-based streaming music service this year will sponsor the Pitchfork Music Festival smart phone app.

The company, which was acquired by Apple Inc. in May, will use the tie to support its “Beats Seats” promotional platform. The promotion dangles VIP access to concerts, album launch parties and other events.

Beats will activate Pitchfork by offering 20 consumers the chance to win stage passes and/or other unique viewing areas, said Frampton.

The tie builds on an existing relationship between Beats Music and Pitchfork. Pitchfork curates a music channel on the streaming audio service.

Beats has run Beats Seats promotions around album release parties for Afrojack, Jennifer Lopez and other artists.