In January 2025, Disney+ Hotstar live streamed Coldplay's 'Music of the Spheres' World Tour concert in Ahmedabad, marking a significant event in the music industry.

Coldplay's tour has been recognized as the highest-grossing rock tour of all time, showcasing a blend of music, sustainability, and creativity.

This event was presented in partnership with Cisco, a global technology leader, highlighting the collaboration between tech and entertainment.

The success of this live stream may set a precedent for future events, as other platforms could adopt similar models if effective monetization strategies are developed.

To reach Coldplay fans, brands utilized alternative advertising channels such as social media, out-of-home (OOH) ads, and Hotstar's streaming platform.

The live stream was co-powered by Jameson Ginger Ale and featured Courtyard by Marriott as the Associate Sponsor, demonstrating the integration of brands into the concert experience.

Key brands featured during the live stream included Maybelline, Oreo Pokémon Cookies, Pernod Ricard’s Absolut mixers, and Diageo’s Johnnie Walker non-alcoholic mixers.

Shekhar Banerjee from Wavemaker India emphasized the success of live streaming major events, noting its potential to provide accessible alternatives for fans unable to attend in person.

Brands engaged with fans through various sponsorship opportunities, pre-show interactions, and post-concert highlights, enhancing the overall experience.

Despite the brand integrations, Coldplay maintains a policy of avoiding brand advertisements during their concerts to uphold the integrity of their shows.