As Paris got ready to host the 2024 Olympic and Paralympic Games, Visa wanted to kick-start the summer with an epic, first-of-its-kind concert to launch and establish their new ‘Visa Live’ Global Music Strategy in one transformative event.
The result was Visa Live at le Louvre.
A live music experience like never before, hosted at one of the world’s most iconic and famed locations, the Musée du Louvre.
Visa Live at le Louvre was a groundbreaking experience that connected millions of fans with a diverse line-up of global artists in a truly unique location that’s steeped in legacy. The museum’s first ever live music performance starred powerhouse performances by Post Malone, Ayra Starr, RaiNao and DJ Kungs at the historic Cour Carrée in a carefully choreographed 3 hour set.
Visa recognises that progress should be celebrated as an ongoing, daily action. Championing a diverse group of performers who are at varying stages in their musical journeys and when paired with the vibrant heritage of the Louvre and one of the world’s leading gaming platforms, Visa created a cultural event that could be experienced globally.
Resonating with younger audiences, Visa Live at le Louvre was an innovative blend of live music with museum culture and modern technology, connecting millions of fans on social, in real life and on Roblox. Demonstrating the brand promise: every step forward takes you closer to where you want to be.
As Paris got ready to host the 2024 Olympic and Paralympic Games, Visa wanted to kick-start the summer with an epic, first-of-its-kind concert to launch and establish their new ‘Visa Live’ Global Music Strategy in one transformative event.
The result was Visa Live at le Louvre.
A live music experience like never before, hosted at one of the world’s most iconic and famed locations, the Musée du Louvre.
Visa Live at le Louvre was a groundbreaking experience that connected millions of fans with a diverse line-up of global artists in a truly unique location that’s steeped in legacy. The museum’s first ever live music performance starred powerhouse performances by Post Malone, Ayra Starr, RaiNao and DJ Kungs at the historic Cour Carrée in a carefully choreographed 3 hour set.
Visa recognises that progress should be celebrated as an ongoing, daily action. Championing a diverse group of performers who are at varying stages in their musical journeys and when paired with the vibrant heritage of the Louvre and one of the world’s leading gaming platforms, Visa created a cultural event that could be experienced globally.
Resonating with younger audiences, Visa Live at le Louvre was an innovative blend of live music with museum culture and modern technology, connecting millions of fans on social, in real life and on Roblox. Demonstrating the brand promise: every step forward takes you closer to where you want to be.
Visa turned up in Paris in an unexpected way. Taking over an iconic landmark for a musical and visual performance like never before, bringing an epic concert to fans and communities. The diverse group of great artists not only honoured the vibrant heritage and cultural relevance of the Musée du Louvre but also gave an exhilarating performance to attendees whether that was in real life or online.
The use of creator partnerships to create and amplify unique, authentic and exclusive content was highly effective in allowing a global online audience to engage with and experience live behind-the-scenes and exclusive content from the show. This allowed Visa to reach Gen Z and resonate with a new audience in a genuine way, with results showing an increase of 6% in relevancy amongst this specific cohort from 903 million impressions, 9.3 million social engagements and 77 unique media articles.
4,600 lucky fans attended the live event through a democratic ballot that saw 134,431 entries but was also experienced by 1.1 million Roblox visitors with an exclusive live stream of the concert.
To extend the reach of the live concert, Visa leveraged the Louvre and talent rights to build the virtual experience on Roblox for the first time ever, allowing players on Roblox to experience the museum and art collections like never before.
The Louvre’s iconic environment created a memorable and immersive experience that set a new standard for how music, gaming and culture can intersect.
