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YouTube to sell custom merch during Coachella sets

YouTube is to sell exclusive Coachella and artist merchandise for the first time during livestreams of this year’s festival.

Harry Styles, Billie Eilish, The Weeknd and Swedish House Mafia are to headline the Goldenvoice-promoted festival’s first in-person event since 2019, which returns this Friday and runs over two weekends (15–17 and 22–24 April) at the Empire Polo Club in Indio, California.

YouTube Shopping will offer virtual viewers a chance to purchase exclusive merchandise without leaving the livestream. Custom merch from Eilish and fellow Coachella performers Brockhampton and Flume will be available for purchase on Saturday 16 April for the entire day, directly on the livestream watchpage.

The collection will also be available for purchase the following Saturday during the second weekend of the event. Coachella will also drop its own merch collection, which can be bought on the watchpage throughout both festival weekends.

“The whole idea of exclusive merch drops is just so fans and artists could have more intersections together”

“We’re always trying to deepen the roots [with] fans and artists and one of the best ways that you could do it is through merchandise,” Lyor Cohen, YouTube’s global head of music tells the LA Times. “The whole idea of exclusive merch drops is just so fans and artists could have more intersections together.”

Fans will be able to choose between three livestream feeds of the festival, with different performances airing simultaneously. The YouTube livestream will also feature exclusive artist interviews, YouTube Shorts behind-the-scenes content and sweepstakes, and premium pre-parties, among other benefits.

In addition, six creators – Benoftheweek, Kaiti Yoo, Kirsten Titus, Larray, Lauren Giraldo and Quenlin Blackwell – will “live” at the YouTube Shorts Compound and capture their festival experience on their respective YouTube channels, with dozens more creators also set to document their adventures on Shorts.

A pair of lifetime Coachella passes in the form of a non-fungible token (NFT) are also being offered as part of the YouTube Coachella Sweepstakes. The festival previously auctioned 10 lifetime passes to the event earlier this year as part of a series of NFTs.


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