YouTube is really betting on the music festivals market, and now Lollapalooza is on the move.
The video platform announced during an annual event called Brandcast, that they closed a two-year contract with the festival created by Perry Farrell. Apparently, at least so far, the agreement only involves the Chicago edition.
The event takes happens from August 1 to 4 at Grant Park, with attractions such as Ariana Grande, Childish Gambino, Twenty One Pilots, The Strokes, J Balvin, Lil Wayne, The Chainsmokers, and more.
In addition to the announcement, YouTube also unveiled the numbers of its broadcast of the giant Coachella.
According to the platform, there were 82 million views only in the first weekend, a 90% increase over the year 2018.
Conceived and created in 1991 by Jane’s Addiction singer Perry Farrell as a farewell tour for his band, Lollapalooza ran annually until 1997, and was revived in 2003. From its inception through 1997 and its revival in 2003, the festival toured North America. In 2004, the festival organizers decided to expand the dates to two days per city, but poor ticket sales forced the 2004 tour to be cancelled.
In 2005, Farrell and the William Morris Agency partnered with Austin, Texas–based company Capital Sports Entertainment (now C3 Presents) and retooled it into its current format as a weekend destination festival in Chicago at Grant Park. In 2014, Live Nation Entertainment bought a controlling interest in C3 Presents.
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