YouTube presents Front Row Coachella

It’s almost time for the 2022 edition of the Coachella festival in the US, taking place on 15-17 April and 22-24 April. As ever, there are plenty of digital elements around the physical event.

Longstanding partner YouTube will be livestreaming both weekends, while also using the festival to showcase some of its platform’s latest features. Those include behind-the-scenes YouTube Shorts videos; merchandise sold within the livestream via YouTube Shopping; and ‘pre-parties’ for YouTube Premium subscribers that will happen on the YouTube channels of artists including 88rising, Banda MS and Beabadoobee before their sets.

It’s not just YouTube launching Coachella activations though. Snapchat is also using the festival to showcase its ‘Spotlight Challenges‘ feature, encouraging festivalgoers to post snaps of their makeup and clothing with the promise of cash prizes for the best examples.

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