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Brief Published: 29 May 2020

Coca-Cola Partners with Live-Streaming Music Platform BeApp

Coke Studio Sessions on BeApp featuring Miguel

Despite the easing of lockdown in some countries, it may be many months before the live music scene returns to pre-Covid health. As a result, virtual concerts will continue to remain a fixture for fans. Coca-Cola clearly thinks so: the beverage giant is the exclusive launch partner of BeApp, a new music-streaming platform hosting virtual performances from the likes of Katy Perry and the Hamilton cast.

The Coke Studio Sessions series will run for the next two months on BeApp, featuring live-streamed shows from over 100 artists. The app offers interactive features including in-app currency that can be spent on real-time artist shout-outs and merchandise, and the ability to earn a 'front-row seat', where the viewer will be given a more prominent presence in the live stream. Additionally, donation tools enable users to gift money to the International Red Cross and Red Crescent Movement to support Covid-19 relief efforts.

Live-streamed concerts have risen in popularity during lockdown – particularly on Instagram (see Music in Lockdown for more), which this week announced new features to enable artists to make money from their performances. Music-streaming platform SoundCloud this month partnered with Amazon's live-streaming service Twitch to launch a series of live-music programmes, as well as tools to enable SoundCloud artists to earn money from their own Twitch streams.

The increasing integration of e-commerce tools into social and live-streaming platforms looks set to accelerate 'brand of me' trends we explore in Powering the Brand of Self. See State of Media: 2020 Update, Covid-19 Propels Power of Live Commerce, Covid-19 & Beyond: Leveraging Live-Stream Engagement, and Five Key Shifts Boosting Social Media Selling for more.