Musical.ly, the popular lip synching app beloved by Generation Z, has forged a somewhat unexpected partnership with liberal-leaning news network MSNBC.
Together, the two will seek to get more Musical.ly users engaged in the Global Citizen Festival, an annual star-studded concert that works to fight extreme poverty. For the past four years, MSNBC has served as the event’s media partner. And this year, it is hoping to reach ‘musers’ — which is what Musical.ly calls its users — via singer Lucki Starr, who counts roughly 1.25 million followers on the platform.
Musical.ly is inviting its community members to post videos in the app using the hashtag #IAmAGlobalCitizen, sharing different ideas about how to cut down on food waste. Select musers who employ the hashtag may even win tickets to the Festival. In addition to posting a call-to-action video promoting hashtag, Starr will serve as the first-ever MSNBC-Musical.ly correspondent, hosting an interactive stream on Live.ly — Musical.ly’s sister app — from the Global Citizen Festival red carpet.
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The concert airs on Sept. 23 at 3:00 pm ET on MSNBC and MSNBC.com, hosted by anchors Chris Hayes and Joy Reid. MSNBC will also provide coverage of the event on Snapchat, hosted by correspondents Savannah Sellers and Jacob Soboroff. Guests for this year’s festival, which will broadcast live from New York’s Central Park, include Aaron Paul, Demi Lovato, Hugh Jackman, and Lupita Nyong’o.
“I believe young people are powerful,” Starr said. “I am so honored to be a part of the operation behind Global Citizen Festival together with Musical.ly to bring awareness to aid in overcoming extreme poverty, and make a change one step at a time.”
