YouTube says that its livestream of the first weekend of the Coachella festival last month set a new record: 82m live views, up an impressive 90% on the figure for 2018’s event. “After nine years of success in the desert, we’re doubling down on music festivals, starting with a new two-year partnership to live stream Lollapalooza this August,” announced YouTube in a blog post about its ‘2019 Brandcast’ event yesterday. “For the first time ever, fans will get additional custom content that gives them unique access to the festivals’ artists.”

Brandcast also saw YouTube reveal plans for “a top secret project with Justin Bieber” as part of its latest slate of ‘YouTube Originals’. The project won’t be kept behind YouTube’s premium paywall: instead, the company is looking for sponsorships and ad-buys through its Google Preferred program to support the project. In fact, that’s the model for ALL of YouTube’s originals going forward: “All new YouTube Original series and specials will soon be available for fans around the world to watch for free with ads — just like they enjoy other content on the platform,” announced the company. “This gives advertisers more opportunities to engage with a broader audience, drive meaningful results and align with top Hollywood talent and YouTube creators.”

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