YouTube is expanding its free livestream coverage of the Coachella music festival, which takes place later this month, while Premium subscribers will be able to watch artists prepare for their sets backstage, among other new features.
YouTube will live-stream all of the stages at the iconic music festival for the first time, with six livestreams running on both weekends. This is more than double the number of livestreams from last year.
The Alphabet-owned video streaming service is also bringing back a feature that debuted at Coachella last year: integration with YouTube Shopping, which allows viewers to purchase exclusive merchandise during livestream performances.
During artist performances, viewers will be able to buy merchandise from the artist being streamed by clicking a link on their phone or scanning a QR code on their TV. Fans will be able to purchase merchandise from Bad Bunny, Calvin Harris, Gorillaz, Ethel Cain, Fisher, Porter Robinson, YUNGBLUD, and others this year.
“Part of the fun of going to a show is the chance to buy a keepsake that reminds you of the music, the experience, and the moment in time,” YouTube said in a statement published to its blog.
“We don’t want anyone to miss out on that opportunity so this year we’re partnering with Coachella to drop exclusive merch from over a dozen artists.”
YouTube Premium subscribers will be able to see artists preparing backstage before their performances, dubbed “Premium Pre-Parties” by YouTube.
At this year’s event, the video site is also emphasizing its YouTube Shorts features, positioning it as an opportunity for fans to interact with artists. Fans will be able to help build set lists for Calvin Harris, Becky G, and Burna Boy via YouTube shorts.
“Shorts is also the place where fans can expect to see exclusive content from artists and creators like Alan Chikin Chow, Lexi Hensler, BENOFTHEWEEK, Amelia DiMoldenberg of Chicken Shop Date, Taylor Red TV, The Scotts, Nicole Laeno, Adam W and VIVACIOUSHONEY, amongst others,” YouTube said.
In an effort to keep up with TikTok, the world’s fastest-growing social media app in recent years, the social video giant has aggressively promoted YouTube Shorts – videos under 60 seconds in length – according to analysts.
It announced a new multi-year deal with Coachella promoter Goldenvoice in January, which will see YouTube continue to stream the music festival until 2026.
The Coachella Valley Music and Arts Festival will take place this year on the weekends of April 14-16 and April 21-23.
Bad Bunny will headline the Friday shows. BLACKPINK will headline Saturday shows, marking the first time a K-Pop band has headlined Coachella, while Frank Ocean will headline Sundays.
Coachella debuted in 1999, with 37,000 attendees in its first year. It has since grown to be one of the largest music festivals in the United States, with approximately 250,000 attendees each year.
Coachella was first streamed on YouTube in 2011. The streams are free to watch, and YouTube monetizes them with livestream sponsors.
Fast X, NYX Professional Makeup, and Verizon will sponsor the first weekend for US audiences, and Dove Shower Collection and Tic Tac will sponsor the second weekend.
Check out more videos on Chronixx Live TV
