With concerts and festivals on hold for the foreseeable future, Coca‑Cola is doing its part to keep live music alive through a collaboration with #BeApp, a new live-streaming platform.
Beginning today, Coke Studio Sessions will present intimate performances live-streamed from the homes of 100 artists around the world – including Katy Perry, Anitta, DJ Khaled, Bebe Rexha, Miguel, the cast of Hamilton and Steve Aoki – over 60 consecutive days.
Throughout the 60-day program, fans will have the option to donate to the International Red Cross and Red Crescent Movement to support COVID-19 relief efforts. The Coca‑Cola Foundation, which has awarded more than $14 million in charitable grants to Red Cross and Red Crescent Societies around the world in response to COVID-19, will match up to $3 million in consumer donations made through Coke Studio Sessions.
Coke Studio Sessions marks the debut of #BeApp, which creates a global virtual living room by bringing performances and unique music moments from the world’s most-loved artists directly into fans’ homes. The free app also delivers immersive experiences found at concerts or festivals, and adds a gamified social layer to live-streaming where fans can interact, shop, donate and connect with artists.
“#BeApp was designed for digital connection through a shared love of live music, and people need that connection now more than ever,” said Ray Smith, who founded #BeApp with fellow tech industry veteran Ross Mason. “We’re thrilled to have Coca‑Cola as our exclusive launch partner as we introduce #BeApp to fans around the world.”
The platform’s differentiated features include an in-app sharing component, which lets fans invite others to join them during the livestream, and the ability to earn currency by interacting and sharing to be redeemed for “front-row” seat upgrades (which include having the user’s photo and name visible to viewers), artist shout-outs as well as #BeApp swag.
Coca‑Cola had been in discussions with #BeApp in the months leading up to the coronavirus outbreak, but the collaboration shifted gears as shelter-in-place restrictions took effect.
“The idea that led to Coke Studio Sessions was born well before lockdown, so fortunately we were able to react quickly and set up the program with #BeApp in a matter of weeks,” Fort said. “We’re excited to offer such incredible music content and experiences – which we know Coca‑Cola fans around the world are thirsty for during this season of isolation and uncertainty – and look forward to seeing what the future of our partnership with #BeApp brings.”
Live-streamed concerts have emerged as an entertainment staple during COVID-19, with independent artists and major stars alike broadcasting at-home sets to quarantined fans via social media. #BeApp offers a single destination for a full menu of both scheduled livestreams and archived content.
“There have been many great opportunities for fans to catch intimate performances, but keeping tabs on what’s happening and when has been challenging,” Fort said. “One thing we’re doing is aggregating these experiences and presenting them content in a way that’s both user-friendly and consistent. Coke Studio Sessions is a 60-day program, so fans know where they can find three new livestreams each day.”
Coke’s ties to music run deep. In fact, some of its first print ads in the early-1900s featured opera singer Hilda Clark. Over the years, Coca‑Cola has leveraged the universal power and uplift of music to bring people together – from the “I’d Like to Buy the World a Coke” jingle-turned-single featured in the iconic 1971 ad, “Hilltop”, to global music anthems created for the brand’s FIFA World Cup marketing campaigns, to the popular Coke Studio entertainment property in Brazil, Pakistan, India, the Middle East and Africa.
On April 18, Coca‑Cola supported “One World: Together At Home”, a cross-platform special organized by Global Citizen in collaboration with the World Health Organization (WHO) to support the fight against COVID-19. The eight-hour televised and live-streamed event featured quarantined performances from A-list musical acts.