MTV and its sister channels, VH1 and CMT, are launching a 24-hour online-only music festival later this month. “Live Music Day Festival” will start at 7 p.m. EST on June 19th and features more than 50 artists, including Gavin DeGraw, Hanson, Kate Nash, Atlas Genius, Oberhofer and more, according to The Hollywood Reporter. The performances will also be accompanied by fans’ picks for the O Music Awards, with Frank Ocean, Justin Bieber and Beck among the nominees.
Live performances will be streamed from the offices of MTV, VH1 and CMT’s parent company Viacom in New York, Nashville and Los Angeles, and the Roots’ Questlove will participate in a 24-hour “drum-a-thon,” Reuters reports. Fans will also be able to customize their experience by selecting only the artists they want to watch.
Though “Live Music Day Festival” is being touted as a first-of-its-kind online music event, the strategy seems to follow a new pattern for Viacom: the company launched a similar event in April with its Comedy Central property, partnering with Twitter for an online comedy festival.