To build excitement and boost viewership for YouTube’s Coachella livestream, we created “From YouTube to Coachella,” a social-first series that highlighted artists who started by uploading their music to YouTube and were now performing on one of the biggest stages in the world. It was a full-circle story that reminded fans why this moment mattered and why YouTube continues to be where careers are made.
For the first weekend of coachella , we created short-form vertical videos for d4vd, beabadoobee, and Clairo. Each piece blended early YouTube clips, career-defining highlights, and current Coachella footage to tell a complete story. The goal was to connect fans with these artists on a deeper level by showing where they started and how far they've come.
For the second weekend, we let the stage tell the story. Using real footage from Week 1, we peeled back the visuals so the music, movement, and magic could shine through, all while keeping the heart of the message intact.
