Since 2021, Hulu has been the streaming destination for Lollapalooza in Chicago’s Grant Park. Now, for the first time in five years, the event has sold out its livestream sponsorships.
According to John Campbell, svp of entertainment and streaming solutions, Disney Advertising, the sponsors include big names, such as T-Mobile, Bacardi, and Dove.
“There’s nothing like live music,” Campbell told ADWEEK. “There’s nothing like live entertainment. There’s nothing like live sports. But for us on the Disney Advertising side, it’s not just about the consumers that want to be in the moment—although that is our focus—but our brand partners as well.”
In addition to the sellout, Campbell noted that Disney has expanded its live strategy for tentpole music events.
Along with collaborating with Live Nation on the livestream for Lollapalooza and other festivals like Bonnaroo and Austin City Limits, Disney also has the Country Music Awards, New York’s Rockin’ Eve with Ryan Seacrest, GMA Summer Concert Series, iHeart Country Music Festival, and the iHeartRadio Music Festival.
The company also has a 10-year global partnership with The Recording Academy, with Disney being the new home of The Grammys beginning in 2027.
Campbell added that the Lollapalooza livestream is also part of the strategy to grow its streaming platforms—building on the success the company saw at this year’s TV upfront.
For this year’s event, sponsors will have commercials featured in ad pods during breaks in the livestream, along with custom co-branded Hulu and Lollapalooza promotional assets.
“Our collective North Star is really to bring unforgettable moments, music, and unparalleled access to fans and viewers, whether they’re onsite, in their living room on your couch, or on the beach watching it on your tablet or phone,” Campbell said. “Our brand partners are additive to the overall consumer experience.”
T-Mobile and Bacardi will be amplifying livestream moments from within custom onsite activations, including Club Magenta and Casa Bacardi.
This is the fourth year T-Mobile is sponsoring Lollapalooza and offering special access, exclusive benefits, and experiences for fans who have Magenta Status. For example, as a livestream sponsor, T-Mobile is giving viewers nationwide front-row access to artists and bands with interviews and behind-the-scenes content from Club Magenta.
