LoveLive to launch Rihanna live stream via YouTube

Online channel operator LoveLive is to stream the London leg of Rihanna’s 777 tour on its YouTube after striking a deal with the popstar.

The concert will also launch on Jay Z’s Life + Times channel after the companies struck a deal with advertiser River Island.

Rihanna’s 777 tour follows the Diamonds’ singer across seven dates and covers Mexico City, Toronto, Stockholm, Paris, Berlin, London and New York. She has hired her own private plane and is travelling to the concerts with a raft of journalists and super fans. The London leg is held at the Forum in Kentish Town on November 19.

Richard Cohen, CEO, LoveLive says: “This is a monumental project for LoveLive, encompassing music innovation and digital content for Rihanna – one of the greatest female artists of our time. We are thrilled River Island and Roc Nation have chosen us to deliver this activation, trusting our unique artist and channel relationships. With the sheer scale of the stream, we hope to demonstrate that through LoveLive’s creation of premium digital content and utilisation of channels such as YouTube, both artist and brand objectives can be achieved.”

LoveLive was set up by Cohen in association with Transgressive Records founders Toby L and Tim Dellow along with former Warner Music Group executive Sam Jones.