Kevin Chernett, evp and head of global media partnerships, Live Nation, said while the company has collaborated with Hulu over the last five years, it’s always evolving in strategy when embracing livestream and creating opportunities for both advertisers and consumers.
Chernett said one of the things they’ve done differently in recent years is creating more behind-the-scenes moments for fans as well as integrating sponsors, reiterating the T-Mobile Stage and Club Magenta, and how they’re sending their host Hannah Rad around both areas.
“It’s just an authentic way for brands to be integrated. Hannah will do some interviews in there, and then she’ll throw it to the stage to call out the next show that’s going on in T-Mobile,” Chernett said. “The other thing that happened last year, that’s never happened, is that we’ve been able to bring in sponsors in like Dove that want to be a part of that moment in broadcast.”
Campbell said the goal is to make a lasting impact.
“We want viewers to get out of the livestream these unforgettable moments, music, and feeling that unparalleled access that can only be delivered through a partnership with Disney, Live Nation, and our brand partners, so everyone gets to feel that Lollapalooza vibe,” Campbell said.
