As musicians are turning to virtual concerts in reaction to the coronavirus pandemic, TikTok announced that it will launch a five-day music and entertainment livestreaming series.
This series of nightly programming, known as "#HappyatHome: Live!", kicked off on March 23 and will run through March 27.
"#HappyatHome: Live!" will include live music performances and broader entertainment segments, with a representative for the Chinese-owned video sharing app announcing that the livestreams will be roughly 30-minutes long.
The series launched earlier this week with "Motivation Monday", during which Tyra Banks, Arnold Schwarzenegger, Derek Hough, tWitch & Allison Holker and Eitan Bernath held inspirational talks, workouts, dance classes and cooking tips.
"Kick Back Tuesday" will find some of TikTok's most popular creators coming together for a night of games, makeup tutorials and chat sessions.
Among them are Loren Gray, Charli D'Amelio, Adam Ray, and Addison Rae, who are followed by more than 112 million fans on the video sharing app.
"Show & Tell Wednesday" will include live performances and chat sessions with Dear Evan Hansen star Jordan Fisher, Vine magician Zach King, as well as actress and entrepreneur Tracee Ellis Ross.
On a different note, Dr Phil and Bill Nye will share thoughtful advice and life tips during "EduTok Thursday."
TikTok will also continue to livestream Q&A sessions with the World Health Organization (WHO), which kicked off on March 17.
An informational page was notably created on the platform to provide trustworthy information and dispel myths around the global health crisis.
"#HappyatHome: Live!" will conclude with a series of intimate music performances from top artists' homes.
Alicia Keys, Jason Derulo, Megan Thee Stallion, Troye Sivan, Meghan Trainor, Yungblud, Hailee Steinfeld, Lauv, Kelsea Ballerini, and DJ Khaled will take part in "Sound Check Friday."
"This is a difficult time for the world as a whole, but it's also possible for our shared sense of concern to be a commonality that brings us closer. It's on us to come together as a community, understand how we're all still connected, and recognize the importance of helping support, encourage, and even uplift one another. Stay safe, stay healthy, and stay #HappyAtHome," Greg Justice, Head of Content Programming for TikTok US, said in a statement.
Livestreaming has seen a spike of interest in recent weeks, as hundreds of concerts and music festivals across the globe have been put on halt over coronavirus concerns.
Livestreaming companies have increasingly received sollicitations from musicians, who are turning to social media to find touring alternatives and recover some of their lost revenues in the wake of the global coronavirus pandemic.
In an effort to help artists impacted by the ongoing health crisis, Bandcamp waived its revenue shares on March 20, with US$4.3mil (RM19.1mil) worth of music and merchandise amassed during the 24-hour initiative. – AFP Relaxnews