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Rock the Ball was a seriously cool event last year at Cybernet Expo... so I have absolutely ZERO doubt that there is great value in sponsoring a D$ concert/event. We packed the Red Devil Lounge, and I got I'd say 99% positive feedback from attendees. Everyone dug the band, and it rated very highly on our post show survey of attendees.
The earlier you jump on as a sponsor, the more promo you get... and the more active you are, meaning if you attend the event yourself, ask people if they had a good time, remind them who made it possible, etc, the better. There's a reason why there are certain companies in this business that you know and know well, and it's not because they hid their brand names and backed off of marketing themselves. When you sponsor a Players Ball or Rock the Ball, you get access to opportunities and relationships that you probably won't get if you're in the shadows.
So definitely hit up D$ if you are even considering it and talk to him, see where it leads. There's some serious market share to be had for companies who take it while others are scaling back.
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