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Why YouTube’s Coachella Livestream Became Must-See TV for Fans — And Essential for Artists
Why Coachella's YouTube livestream has become must-see TV for fans and essential for driving fan engagement for artists, like Rawayana and Alok.
To decorate their Coachella stage like a beach party in their seaside home region of La Guaira, Venezuela, Rawayana hauled in inflatable SUVs, palm trees and tiki huts — all designed to make the Grammy-winning band’s YouTube festival livestream last weekend more colorful and magnetic. Rawayana’s streams, and ticket sales for its upcoming tour, spiked in the days after the first-weekend performance, narrated as part of YouTube’s new “Watch With” program by influencers Bryan and Eddy Skabeche. Artists’ initial reluctance has “long been resolved and it’s an old issue,” says Lyor Cohen, YouTube’s head of music and a longtime ex-major-label exec, referring to a “super-valuable” partnership with AEG-owned Goldenvoice, Coachella’s promoter.
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