“This year is a tipping point for livestreaming,” says Yuri Pereira, Coke Music manager, referring to a key part of his team’s social media strategy to gives fans exclusive access to unique music moments.
Streaming from both Periscope and Facebook Live, Coke Music has hosted more than 20 livestreams with six artists. “We’re getting incredible reception from fans. People are excited that we're giving them a unique vantage point into new music,” Pereira explains.
Coke Music's social channels already offer exclusive opportunities for fans to discover music and interact with artists. They also give artists a platform to bring new music to fans around the world.
Earlier this year, Pereira and team launched Coke Music’s Periscope channel with an intimate performance by High Dive Heart broadcast from the husband-and-wife duo's living room. In a matter of hours, it was the top trending Periscope in the world. Following this initial success, Coke Music and High Dive Heart decided to team for a weekly livestream series.
High Dive Heart's Nelly Joy and Jason Reeves use livestreaming to invite fans into their home for candid conversations, acoustic performances and even new song releases.
“Our main goal is to spread love and change lives but in order to do that, we want to get this music out to the masses,” Nelly Joy says.
She and her husband, Jason, model their success on fan engagement. And they're able to connect with fans on a deeper level via their Coke Music livestreams.
This builds on Coke Music's strategy to create platforms where fans can listen to new tunes (via the brand's Spotify page) and talk about music and watch live performances (@CokeMusic on Twitter and Periscope).
Delivery is in the Details
There’s no better example of this exclusivity than an impromptu concert in April from singer/songwriter Cody Simpson on Rio de Janeiro's Copacabana Beach. Simpson, who was in Rio for a
“Video content, live streaming, virtual reality and augmented reality are the future," says Joe Belliotti, head of
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