LiveXLive, Vice Media Partnered to Distribute The Annual Global Virtual Music Festival Music Lives 2021

Platform & Stream
2 min readMar 29, 2021

LiveXLive Media announced today a distribution partnership with Vice Media Group under Vice Media’s new platform VMG Live. The partnership brought the Music Lives virtual festival to a most influential audience across all of Vice’s platforms and artists’ social media.

LiveXLive and ‘Music Lives’ was the first music festival to implement through ‘VMG Live,’ which is specifically designed to amplify live streamed content with customized surrounding messaging across the VICE ecosystem. The new VMG Live platform will strategically build, retain, and re-engage audiences through targeting future campaigns in order to maximize the impact of each live event.

“We were incredibly excited to host this event using our new, innovative VMG Live ad product in partnership with LiveXLive. This product allows us to use technology to bring streaming content to the masses and Music Lives was a great opportunity for fans to enjoy a weekend of amazing music at a time when we are all hungry to watch live concerts again,” stated Cory Haik, Chief Digital Officer, VICE Media Group.

“Music Lives”, which launched during COVID-19, benefiting MusiCares®, returned to global music fans for the second consecutive year from Friday, March 26, 2021, at 6 pm ET/ 3 pm PT through Monday, March 29, 2021 and so far has garnered over 23 million livestream views. In addition, Music Lives launched the first ever NFT music festival poster which was amplified via VMG Live. Music Lives was free to fans around the world, sponsored by Lomotif and fueled by Monster Energy drink.

“We were thrilled to partner with VICE on their new technology VMG Live to expand the global footprint of our annual virtual festival, Music Lives. With over 3 days of live music, we were able to connect Music Lives to influential audiences globally!” stated Dermot McCormack, President of LiveXLive.

Music Lives was 72 hours of non-stop music with 130 artists from some of today’s biggest acts and rising talent. The festival focused on performances by major platinum artists to emerging talent — all on the same bill for the ultimate festival experience. Performances and appearances include: Andra Day, Davido, John Mayer, Zac Brown Band, Trace Adkins, 24kGoldn, Lil TJay, Nelly, Pitbull, PRETTYMUCH, Wiz Khalifa, YBN Nahmir, Justine Skye, Lennon Stella, Jake Owen, G Herbo Jimmie Allen and over 100 more.

LiveXLive also celebrated Women’s History month in partnership with HardRock with a curated block of emerging female performances live from the Hard Rock Cafe, Nashville Tennessee. Artists include Emily Weisband, Lauren Weintraub and Grace Gibson.