Following YouTube Music’s launch in the UK this week, the streaming company has unveiled plans for a free four-day celebration of British music later this month.
YouTube Music: In Residence is a ticketed event which takes place from June 28 to July 1 at 180 The Strand in London.
There will also be a working pub and venue created in partnership with Camden’s Dublin Castle.
YouTube Music: In Residence has been designed in collaboration with SBTV, Sony Music, Warner Music, Universal Music UK, Dazed and Pitchblack Playback.
The event announcement comes as YouTube’s CEO Susan Wojcicki revealed during a Cannes Lion session that the platform has 1.9 billion logged-in monthly users.
“We’re opening up the world to anyone with a cell phone and an internet connection,” she said.
On average, the service’s users now watch more than 180 million hours of YouTube on TV screens every day.
Overall interactions on the platform grew by more than 60% in the last year, while more than 70% of viewing time is on mobile devices.
Global head of music, Lyor Cohen, also spoke at Cannes Lions about the new premium subscription service and YouTube's relationship with the music industry.