For music brands and entertainment companies, that challenge ramps up even more around major release moments, with every artist vying for the same few seconds of focus.

That was the challenge BMG brought to us: Create shared live moments fans would genuinely want to show up for.

Over the last few years, livestreaming has shifted from a support tactic to a huge part of how audiences experience culture in real time.

According to Stream Hatchet via VoxBooster, viewers watched 36.4 billion hours of live content globally in 2025, with YouTube Gaming alone reaching 8.8 billion hours watched across the year.

At the same time, platforms are increasingly prioritising live content in discovery. YouTube’s live algorithm now pushes streams into dedicated homepage placements and sends higher-priority notifications compared to standard uploads.

Obvious opportunity for brands but a difficult execution.

BMG needed a way to deliver livestream experiences across multiple platforms at once, while making each release feel tailored to the audience watching there.

But fans on TikTok behave differently to fans on YouTube. Vertical viewing changes how graphics work and obviously time zones are a major concern as can’t go without participants!

None of this can feel improvised when audiences are joining live.

Our approach focused on designing live-first experiences built around audience behaviour rather than simply repurposing the same stream everywhere.

We delivered multi-cast livestreams across YouTube, Facebook, Instagram and TikTok, optimised for both portrait and landscape viewing so the experience was tailored to each platform rather than adapted as an afterthought.

For major releases, we also leaned into YouTube’s red-carpet premiere functionality. Scheduled livestreams helped build anticipation before launch, creating a clear event for audiences to gather around.

Once the premiere finished, we extended engagement further through live after-party streams that kept the momentum going beyond the initial release window.

That structure matters more than many brands realise.

Research around livestream behaviour consistently shows audiences engage differently when content feels participatory rather than passive. One industry study found that 68% of livestream viewers actively interact through live chat and audience features during broadcasts.

Conversation alongside chat.

Every stream needed its own visual identity. Bespoke countdowns, motion graphics, layouts and live overlays helped create the sense of occasion audiences expect from major entertainment launches.

In crowded feeds, familiarity often gets ignored while distinctiveness gains attention. The operational side mattered just as much as the creative.

Working globally across multiple time zones required careful coordination to make sure releases landed consistently for audiences around the world. Live delivery leaves very little room for error. Audio sync, platform compatibility, stream stability and moderation all have to work simultaneously while thousands of viewers are watching in real time.

The result was a series of high-engagement release campaigns delivered at scale.

We’ve supported BMG across campaigns for legends like Dolly Parton, Mötley Crüe and Nickelback to generate tens of thousands of views within short launch windows while helping turn individual releases into shared fan experiences.

Great feedback.

What stood out most wasn’t just the response from the audience, but also the stakeholders. Following one livestream campaign, BMG shared this kind feedback:

“Just wanted to express my gratitude for the livestream last night, it went so well, and YG loved it. You were amazing and we really appreciated you helping us navigate through everything.”

For many brands, livestreaming still feels complex and creatively uncertain. Platforms evolve constantly and there’s audience expectations to deal with too. And what worked 12 months ago may already feel outdated!

The strongest results come from treating live content as a shared experience, giving audiences a reason to show up together in the moment.