YouTube is pushing out the boat for one of 2021’s biggest emerging stars, Olivia Rodrigo, with an upcoming concert stream.

Billed as ‘Sour Prom’, the concert will be streamed on Rodrigo’s YouTube channel on 29 June, with a half-hour ‘pre-party’ beforehand that will see Rodrigo answering questions from fans.

This isn’t a ticketed event, unlike Blackpink’s ‘The Show’. Instead, Rodrigo’s performance will be making money through a blend of sponsorship (T-Mobile is the pre-party partner), merchandise (there will be an exclusive range of ‘Sour Prom’ kit available after the concert) and regular YouTube advertising.

It’s a coup for YouTube, with Rodrigo’s channel having notched up more than 1.2bn views in 2021 so far, and her ‘Sour’ album having broken various streaming records.

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Stuart Dredge

Music Ally's Head of Insight

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