YouTube Expands Exclusive Partnership With Coachella as 2019 Line-Up is Revealed

The Coachella Valley Music and Arts Festival, known simply as Coachella, has become a staple of the music festival circuit, drawing in thousands of fans every year. And as one of the largest music festivals in the world, it’s no surprise that it has attracted the attention of companies like YouTube.

Last year, over 41 million people logged in to livestream Coachella performances on YouTube. This year, YouTube is expanding its partnership with Coachella even further, serving as the exclusive livestream partner for both weekends of the festival.

In addition, YouTube Music and Premium subscribers in the US will have exclusive access to a dedicated allocation of passes for each weekend. Subscribers will receive unique access codes via email to purchase passes from a dedicated member cart. These passes will be available only until supplies last.

But YouTube’s partnership with Coachella goes beyond just livestreaming and ticket sales. YouTube Music will also serve as the exclusive playlist partner for Coachella, with playlist integration on the Coachella site and festival app. Fans can listen to this year’s lineup, genre-based playlists, and discover emerging acts.

During Weekend Two of the festival, YouTube will deliver a curated experience, including performances, artist vignettes, and behind-the-scenes looks. This will give fans an even closer look at the festival and the artists performing.

Of course, YouTube isn’t the only company looking to cash in on the popularity of Coachella. The festival has become a major marketing opportunity for brands looking to target millennials and Gen Z consumers. Brands like H&M, Sephora, and American Express have all set up shop at Coachella in recent years.

But for YouTube, the partnership with Coachella is about more than just marketing. It’s about building its Music and Premium businesses. YouTube Music launched last year as a competitor to Spotify and Apple Music. And while it’s still in its early stages, YouTube has been investing heavily in the service, adding features like audio-only mode and personalized playlists.

Similarly, YouTube Premium is the company’s subscription service, which includes ad-free videos, access to YouTube Originals, and the ability to download videos for offline viewing. The service launched in 2018 as a rebranding of YouTube Red.

By partnering with Coachella, YouTube is hoping to attract more subscribers to both services. And given the popularity of the festival, it’s likely that the partnership will be a success.

But YouTube isn’t the only company looking to capitalize on the Coachella hype. Other streaming services like Tidal and Apple Music have also livestreamed the festival in the past. And with the festival’s growing popularity, it’s likely that more companies will try to get in on the action in the coming years.

Still, YouTube’s partnership with Coachella is a testament to the growing importance of livestreaming in the music industry. As more and more fans turn to streaming services to discover new music and watch live performances, companies like YouTube are looking for new ways to engage with their audiences. And as long as Coachella remains one of the biggest music festivals in the world, it’s likely that we’ll see more partnerships like this in the future.

You can view the complete line-up below.

To promote the new partnership, YouTube Music has released an exclusive Coachella 2019 playlist, available here.

 


Featured image by Drew Ressler (CC by 3.0).