Sponsorship is playing a critical role in the launch of the Brabble smartphone app.

Brabble is promoting the app through a rolling spring marketing campaign that includes rock music festivals, EDM conferences, urban music tours, college marketing programs and celebrity tie-ins.

Ties include the Rock on the Range music festival in Columbus, Ohio; Rocklahoma presented by Bud Light in Pryor, Okla.; the Winter Music Conference in Miami Beach, Fla. and Iggy Azalea’s 12-stop tour.

The privately-held company is using the ties to gain critical mass for Brabble, a free app that consumers can use to share videos, pictures, audio clips and text and create conversations (brabbles) in one network.

“You can use Brabble to capture and share life’s immediate moments and experiences, which is why we’re sponsoring high-energy events where our targeted audience is gathering and able to share their experience with others,” said Pat Mackaronis, Brabble president, CMO and founder.

Brabble is aligning with a range of properties to gain reach across vertical communities anchored by shared interests and passion points.

“Our go to market strategy includes niche marketing initiatives designed to provide awareness and acquisition among a broad range of consumers based on their specific interests. Our goal is to reach lifestyle-oriented audiences across a broad mix of popular genres.”

Brabble activates with ticket giveaways, VIP experiences, artist meet-and-greets and other promotions designed to build awareness and drive downloads.

Customer acquisition is key for Brabble. The company plans to monetize the app through advertiser integration via proprietary “star tags” that can be used to access embedded native content. Marketers can use the tags to promote songs, products and/or a call to action.

Brabble’s goal is to acquire five to 10 million users by the end of the year, up from roughly several hundred thousand users today.

“We’ll offer media companies, agencies and brands the ability to reach a range of hyper-targeted users with our unique and patented star tag native media,” said Thom Kennon, Brabble’s chief strategy officer, who plans to create revenue share deals with advertisers.

Brabble continues to expand its sponsorship portfolio. The smartphone app is negotiating a partnership with the June 6-8 Governors Ball Music Festival in New York City. The company will activate the tie by offering free WiFi at the festival to consumers who download the app.

Brabble last year stuck its toe in the sponsorship water with several one-off deals. Those included celebrity tie-ins and a partnership with Xxxtreme Motorsport’s No. 44 Ford Fusion at the Party in the Poconos 400 presented by Walmart NASCAR Sprint Cup Series race at Pocono Raceway.