YouTube returned for the 11th year as the exclusive livestream partner of Coachella, delivering an unforgettable virtual festival experience. For the first time, the livestream covered all festival stages with six feeds across both weekends. The Creative Studio helped create captivating trailer films to drive viewers to the livestream, and four Shorts creation campaigns featuring Blackpink, Becky G, Burna Boy, and Calvin Harris. For the Shorts campaigns, we worked directly with these artists to develop custom prompts and feature their latest audio track within their Short. These artist prompts inspired fans to create their own shorts using the campaign hashtag #CoachellaOnYouTube. Overall our on-platform ad promotions targeted over 20 countries, we utilized digital billboards in 7 cities (Los Angeles, New York, Nashville, Atlanta, Miami, London, Tokyo), and targeted digital media across various off-platform social, web, and TV app placements.

YouTube Creative Studios
Creative Direction: Christina Whalen, Andrew Shaffer
Producer Team: Pamala Billman, Meghan Dibley, Maia Van Zandt
Business Leads: Gina Keough, Madison Hoeferlin
Strategy: Chloe Gettinger
Trailer Editorial + Animation: Buck
Shorts Editorial + Animation: Soren Stuve, Sandy Prudencio
Press: Variety, Billboard, Bloomberg TV
Awards: Clio Music Awards Bronze, 2024