YouTube says that for the first time, consumers will be able to buy exclusive Coachella merchandise marketed during its livestream of the concert.
takes the stage at Coachella this week, audiences streaming the festival at home on YouTube will be able to watch the concert and buy a commemorative T-shirt at the same time.performance, viewers will be able to click on a link on their phones or scan the QR code on their television screens to purchase Brockhampton shirts through Coachella’s store — without leaving the livestreamed concert on YouTube.
“We’re always trying to deepen the roots [with] fans and artists and one of the best ways that you could do it is through merchandise,” said Lyor Cohen, YouTube’s global head of music. “The whole idea of exclusive merch drops is just so fans and artists could have more intersections together.”For years, the Google-owned social video giant has hosted concerts and other live events as a way to draw viewers and advertising dollars to its site.
Purchasing products via links on social media has become even more popular during the pandemic, when consumers shifted their purchases to buying online rather than in stores.