British music magazine “New Musical Express” (NME) partnered with Papa John’s on a “coordinated global TikTok house party” in honor of its new line of pizza.

British music magazine New Musical Express (NME) partnered with Papa John’s on a “coordinated global TikTok house party” in honor of its new line of pizza. On September 29, the two brands transformed a small London venue into the “House of Papa,” an intimate concert featuring four U.K. artists, and broadcast it around the world via ByteSquad’s TikTok channels. A video of the performance is now available to watch on NME, as well as on Papa John’s U.K. YouTube page. House of Papa taps Western European consumers’ growing appetite for livestreamed events—YPulse’s recent WE Future of Experience trend report found that 59% of young Europeans attended a virtual event in the past year, and 54% are interested in attending one in the next six months. Brand-sponsored virtual events—and concerts, in particular—are helping brands build interest and community. (NME)