YouTube Music | Coachella 🎡
You can’t talk about culture today without talking about Coachella. For the 2019 and 2020 (cancelled) festivals, YouTube Music showed up in the artist compound with the objective of creating a cool and comfortable lounge for celebrities and VIPs and a recording space for artist interviews and content creation. In 2019, over 20,000+ guests visited to hang out and watch the official YouTube live feeds of our performances. 30+ publications wrote about it, resulting in increased brand awareness for YouTube Music.
Time 2019 - 2020
Role Product Marketing Manager, Experiential Marketing
THE CHALLENGE
YouTube has a long partnership with Goldenvoice & Coachella. Each year has to top the last and the on-the-ground lounge that YouTube Music hosts in the artist compound is no exception.
We needed to create a space that was comfortable, cool enough for the desert heat and for photos, and could be dynamic to take on relaxation, performance watching, VIP meetings, and artist content creation.
the solution
As the PMM for Experiential Marketing, I was responsible for creative direction, event production, talent management, and budget management of the YouTube Music Coachella Artist lounges.
Leaning into the desert landscape, we created a lounge that mirrored Coachella’s overall surroundings, but kept it comfortable and cool by bringing in furniture that you could lounge on all day, local food vendors from Los Angeles, plenty of TVs to watch the live streams of performances as they were happening, lots of fans and moments for photos.
