Sennheiser livestreams IGTV concert series for housebound fans

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Brief:

  • Sennheiser, the maker of headphones and audio equipment, last week debuted a livestreamed concert series for music fans who are stuck indoors during the coronavirus pandemic. The #DontStopTheMusic series can be found on IGTV, Instagram’s platform for livestreams and other long-form videos, per an announcement shared with Mobile Marketer.
  • Spanish singer Raul Rodriguez kicked off the series on March 27, followed by performances from Jay Style, the Talbott Brothers, St. Panther and DJ Fly. Matt Kerekes and Bob Sinclar will perform shows today, while Third Eye Blind is set to appear on March 31. Sennheiser’s Instagram account posts updates on show times or schedule changes.
  • While the concerts are free to watch, Sennheiser is urging fans to donate to the World Health Organization (WHO) in support of its efforts to stop the spread of the coronavirus, the company said.

Insight:

Sennheiser’s livestreamed concert series aims to connect fans with their favorite performers as the coronavirus pandemic has a profoundly negative effect on live concerts and music festivals. The SXSW and Coachella festivals already were canceled, and the summer concert season increasingly is in doubt as COVID-19 infections grow. As health officials urge people to stay at home and authorities order the closure of performance spaces including concert venues and clubs, music fans have turned to digital media for entertainment. By hosting a livestreamed concert series, Sennheiser can foster positive sentiment toward its brand and help to support charitable efforts to curb the pandemic.

Similar to Sennheiser’s efforts, Verizon kicked off a weekly livestreamed concert series last week to help support small businesses suffering financial hardship during the coronavirus pandemic. The “Pay It Forward” benefit concerts appear on Verizon’s Twitter account. Verizon also will donate $2.5 million to Local Initiatives Support Corp. (LISC), a national nonprofit that created a small business COVID-19 recovery fund. These efforts help to foster positive sentiment toward brands as consumers seek positive messaging to help allay their fears about the pandemic.

Sennheiser’s livestreamed concert series comes as companies invest marketing budgets in sponsoring entertaining streaming content and coordinating charity efforts alongside major stars. Elton John last night hosted the iHeart Living Room Concert For America from his home in Los Angeles to raise money for Feeding America and the First Responders Children’s Foundation. The livestreamed concert, which also aired on Fox, featured performances from Billie Eilish, Mariah Carey, Demi Lovato, Tim McGraw and Camila Cabello, among others, USA Today reported.​