YouTube sells unique Coachella & Artist Merch during Live Streams

For the first time, YouTube will sell unique Coachella and artist merch during live streams of this year's festival.

The Goldenvoice-produced festival, which returns this Friday and continues over two weekends (15–17 and 22–24 April) at the Empire Polo Club in Indio, California, will include Harry Styles, Billie Eilish, The Weeknd, and Swedish House Mafia as headliners.

“We’re always trying to deepen the roots [with] fans and artists and one of the best ways that you could do it is through merchandise,” Lyor Cohen, YouTube’s global head of music tells the LA Times. “The whole idea of exclusive merch drops is just so fans and artists could have more intersections together.”