Noise Pop Festival is a major hit with corporate sponsors

The 14th annual Noise Pop Festival is set to kick off today in San Francisco. The event is seven nights of live music from all over the world at some of the city's hottest clubs and bars.

The 14th annual Noise Pop Festival is set to kick off today in San Francisco. The event is seven nights of live music from all over the world at some of the city's hottest clubs and bars.

The festivities are starting off with a bang at Bimbo's, featuring a sold-out performance by The Flaming Lips (pictured below). This year, the festival is taking place a month later than usual, as it normally runs at the end of February. Some of the acts scheduled to perform are We Are Scientists, Minus the Bear, ISIS, legendary jazz drummer Steve Reid, and Kid Koala, as well as a multitude of other performers. The event will also include the Noise Pop Film Festival and Educational Series.

Why does it matter?

Corporate sponsorship is a huge part of festivals and events like Noise Pop. Marcus Peterzell, president of Aaron Walton Entertainment, says incorporating your brand into the content of the festival is very important to a sponsor.

"Sponsorship is a passive media," says Peterzell. "If the brand is not integrated in the event in a compelling way it is not a win. If you can weave the brand into the festival it becomes a more viable product."

Spin magazine, one of the sponsors of Noise Pop, is asking that people send in their cellphone pictures from the shows during the festival. "The wireless platforms are great because we have seen such success at live concert events with people texting or sending photos to the big screens," adds Peterzell.

Five facts:

1 Sponsors for the 2006 Noise Pop Festival include Spin, OneInchRound, Miller High Life, and spoof news magazine The Onion.

2 If you are a MySpace junkie, you can add the Noise Pop Festival to your list of friends. There is also a new Noise Pop blog, featuring local Bay Area writers, actors, and DJs. The blog includes tips on what shows to see and feedback about other music festivals happening across the country.

3 The parties associated with Noise Pop will also include comedy nights featuring Killing My Lobster and NYC's Indie Night School.

4 All festival badges have been sold out for weeks. Tickets for certain events are still available on the Noise Pop Web site. Prices range from $10 to $20 for any one event.

5 The film festival is showing documentaries chronicling the ups and downs of various indie bands. Directions: Death Cab for Cutie, the film accompaniment to the band's Grammy-nominated album, will be shown Friday, and Amazing Grace: Jeff Buckley, a tribute to the legend, will be shown April 2.

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