Coca-Cola has partnered with a new live music streaming platform called BeApp to launch Coke Studio Sessions, bringing fans 60 consecutive days of intimate live-streamed concerts.
Through BeApp, available for free on iOS and Android, fans can access immersive performances daily, at 7 p.m. ET, from 100 artists worldwide, including Katy Perry, Bebe Rexha, Miguel, Steve Aoki and the cast of Hamilton.
BeApp’s first weekend of live streaming kicked off on May 14 with performances from Diplo and DJ Khaled, among others. Reruns of concerts will be archived on BeApp or Coca-Cola’s YouTube channel within 24 hours after they’ve streamed.
BeApp offers a gamified experience that enables fans to invite friends and family to join live streams, gain currency points through interacting and sharing through the app and redeem points for prizes like artist shout outs, BeApp merchandise and “front row seats.” For example, when fans win seat upgrades, their photo and name will be visible to live-stream viewers.
Throughout the 60-day Coke Studio Sessions, fans can also donate to the International Red Cross and Red Crescent Movement to support relief efforts. Coca-Cola will match up to $3 million in donations made through the activation.
Coca-Cola says it was in talks with BeApp about the Coke Studio Sessions well before the pandemic but accelerated the launch as stay-at-home orders remained in effect.
Verizon launched a similar series called Pay It Forward Live, which aims to keep live music alive while supporting small businesses impacted by the pandemic. Every Tuesday and Thursday at 8 p.m. ET, artists perform live from their living rooms. Fans can watch via Verizon’s Twitter, Facebook and YouTube, as well as Yahoo, Fios channel 501 and 604, among others. For every use of the hashtag #PayItForwardLIVE, Verizon pledges $10 toward small businesses for up to $2.5 million.
As for how organizers of major musical events have responded to limitations: On April 18, Global Citizen broadcasted an eight-hour cross-platform musical special in partnership with the World Health Organization in support of healthcare workers. Coca-Cola was one of 12 corporate partners behind the digital event.
Music festivals have pivoted virtually at a time when venues are closed and consumers turn to live-streamed events for respite from the current state of affairs. According to the tenth wave of The Harris Poll’s COVID-19 survey, conducted between May 1-3 among 2,039 US adults, 56 percent of Americans say they’re listening to music to cope with stress and anxiety, including 67 percent of 18-34 year-olds.
The Harris Poll also found that 35 percent of Americans accessed a free trial or activated a new subscription for music, news, fitness, or online learning service during March and April.