It’s festival season, but music fans aren’t the only ones flocking to the party. As millions don their sunscreen and head over to the beer tent, brands are connecting with audiences in ways that go beyond their name printed on a banner. Sponsors spend $1.4 billion on the music industry in the United States each year alone, and that number is increasing year-over-year.

“I see brands becoming a lot more intertwined with live music,” Ari Berger, director of event management company P2-EG said in a 2017 music trends report by Eventbrite. “It’s mutually beneficial—it’s become more of a symbiotic relationship than it was before. Before, brands only wanted to align with talent that gave them a platform they couldn’t be on before, and vice versa. But now it’s almost like they need each other.”

Coachella ticket sales are up 125 percent over last year, according to StubHub, and the festival is expected to exceed all previous attendance records in 2017. American Express—a major sponsor for the event—is appealing to affluent millennials with special events for platinum card holders. The American Express Platinum House in nearby Palm Springs offered attendees SoulCycle classes, premium food and drinks and a private concert by Bebe Rexha. For everyone else attending Coachella, the American Express Experience tent allows music fans to create their own “mini music video,” as well as unlock special rewards through the official Coachella app.

Netflix, another sponsor for Coachella, is providing free Wi-Fi at the event and promoting its new series Girlboss. Considering that 55 percent of millennials pay for digital entertainment, having your name associated with the internet is a pretty smart idea.

While Coachella is a perfect example of brands getting involved, music festivals are perfect examples of how millennials prefer to spend their money—whether they’re affluent or not. Seventy-eight percent of millennials would choose to spend money on an experience or event over buying something, according to a study by Eventbrite. The study further revealed that 55 percent of millennials say they’re spending more on events and live experiences than ever before. In addition, 69 percent believe attending live events and experiences make them more connected to other people, the community and the world.

An astounding 32 million Americans attend at least one music festival per year, according to Billboard—more than the entire population of Texas. That’s a whole lot of people posting on social media and sharing memories. This makes music festivals a prime opportunity for influence marketing.

For the Bonnaroo festival last year, Red Bull partnered with Megan Batoon, a popular internet personality to post on Instagram where she showed all her followers the inside scoop of what it’s like to be at the festival. Naturally, she was also encouraging them to check out the official livestream of Bonnaroo, which was officially sponsored by Red Bull.

Capturing memories is a priority, so photo ops make great ad ops at music festivals, and beyond. According to EventTrack, 98 percent of consumers capture content during live events and 100 percent post the content on social media. Excited to share the fun with others, those documenting their experiences share them up to 15 times.