R&CPMK drove viewership for Coachella: 20 Years in the Desert, the YouTube Originals documentary that opens the vault with 20 years of footage surrounding one of the world’s most iconic music festivals.
PIVOTING COACHELLA TO COUCHELLA
With the 2020 Coachella Valley Music and Arts Festival postponed, the release of the retrospective documentary “Coachella: 20 Years in the Desert” on the originally-planned festival weekend created an opportunity to bring fans worldwide together for Coachella. The documentary provided a special, communal moment where viewers could tune in on YouTube’s global platform together, from the comfort of their homes, and experience some of their favorite performances, major moments, and never-before-seen footage from the legendary event. Special sneak peeks and tune-ins, along with interviews from the documentary’s executive producer and director, created major anticipation for the film’s online premiere as music fans and media alike rejoiced in the opportunity to relive past festival highlights and still celebrate the renowned event from the comfort of their couches at the exact moment the festival’s doors were scheduled to open.