Coca-Cola has formed a partnership with BeApp, an interactive live music streaming platform, for its Coke Studio Sessions.
The soft drinks brand will collaborate with more than 100 artists across the globe, including Katy Perry, DJ Khaled, Nicky Jam and Gryffin, providing fans with virtual performances and supporting the International Red Cross and Red Crescent Movement.
Throughout the 60-day program, fans will have the opportunity to contribute directly to the International Red Cross and Red Crescent to support Covid-19 efforts when they join livestreams on ‘#BeApp‘, as well as via Coca-Cola’s YouTube and Facebook channels.
The Coca-Cola Foundation has also donated over $14m (US) to individual Red Cross and Red Crescent Societies around the world and will match an additional donation of up to $3m in consumer pledges.
“We know that people may continue to feel lonely or isolated as a result of the pandemic, and Coca-Cola remains committed to uplifting the human spirit and fostering connection while we’re apart,” said Pratik Thakar, director of integrated marketing communications, for ASEAN at Coca-Cola.
“By providing this line-up of live, interactive music content that fans can share and enjoy with others, we hope that Coke Studio Sessions will provide small, daily moments of entertainment for those adjusting to their new normal.”