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Colors and TikTok launch high-profile music livestreams


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Music brand Colors is among the many entities launching a music livestream amid the coronavirus pandemic. It’s an interesting one though: broadcast from an empty studio in London (with “stringent hygiene and safety measures” promised, proper social distancing and no in-person audience) it’s going to be running 24 hours a day for the next month.

Colors hasn’t announced who’s taking part other than that it will be “a diverse mix of artists from the London scene” with two main performances at 6pm GMT and 9pm GMT every day, but more artists popping in earlier in the day for impromptu sets.

Also interesting: it’s a partnership with YouTube Music that has seen YouTube turn on its ‘super chat’ button to enable fans to donate and support the artists. That’s not a feature usually available to music artists on the platform. The main possible obstacle is the UK-wide lockdown announced by the British government last night, including only travel to work that is “absolutely necessary”.

In other big-platform-livestreaming news, TikTok has announced a five-day series of ‘Happy At Home Live!’ streams focusing on wellbeing, education and music. They’ll air at 5pm PDT every day, and the music show – ‘Sound Check’ – is on Friday (27 March) featuring artists like Alicia Keys, Megan Thee Stallion, Jason Derulo and Lauv. The shows will be on TikTok itself, promoted via a banner on its Discover page.

Stuart Dredge

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