Case Studies


When the COVID-19 pandemic swept the U.S. in March 2020, Questlove was one of thousands of musicians that were suddenly unable to safely play live gigs for their fans. Questlove, along with his managers Shawn Gee and Dawn White, quickly jumped into action and devised a plan to continue connecting with fans around the world.

Working in tandem with DJ D-Nice and enlisting the technical expertise of Quarterlab, Questlove launched a nightly monetized live stream DJ set to reach his followers on Instagram as well as subscribers to The Roots’ YouTube channel. We quickly realized there was an unprecedented opportunity to bring his music and message to a much larger audience, so we quickly expanded the strategy to include simultaneous live streams to Twitch, YouTube, Facebook, Twitter, and Instagram. Questlove quickly became a new favorite for Twitch users, where he quickly propelled The Roots’ Twitch channel to the second most watched and second fastest growing musician channel on Twitch in April 2020.

Within two months of launching the Questlove Quarantine DJ series his live streams gained over 8MM views and fans had watched over 600k of his DJ sets.

Channel Statistics:

  • Streamed simultaneously to YouTube, Twitch, Facebook, Twitter, and Instagram
  • Over 13MM views, 1.1B impressions, 298k shares, 291k subscribers
  • Over 1.8M hours watched
  • The Roots had the #10 most viewed and the #8 fastest growing Twitch music channel in April 2020
  • Over 20k concurrent viewers on Twitch alone