Live at le Louvre

How can Visa resonate with Gen Z and younger audiences?

By bringing the world together through music and art in a culturally impactful brand moment.

As Paris got ready to host the 2024 Olympic and Paralympic Games, 
Visa kick-started the summer with its first-ever concert in one of the world’s most iconic locations, The Musée du Louvre.

Launching their new ‘Visa Live’ Global Music Strategy in one epic, transformative and entirely unique event, Visa connected with millions of 
fans on social, in real life and on Roblox, at a concert like never before.

Starring powerhouse performers; Post Malone, Ayra Starr, RaiNao and Kungs, the Visa Live concert propelled the realms of art, music and culture forward – demonstrating the brand promise: every step forward takes you closer to where you want to be.

Making history (without breaking it!)

The beautiful yet fragile Cour Carrée served as the perfect backdrop for Post Malone, Ayra Starr, RaiNao, and DJ Kungs to showcase how diverse cultures can converge through an inclusive fusion of music and art. But it didn’t come without its challenges.

Built upon the foundations of Napoleon’s castle and above the museum’s storage of priceless artefacts (including a vault full of mummies!). A significant structural engineering task was required to meet the weight-loading restrictions and provide a stage fit for our A-list lineup.

Imagination and its partners devised a noise management plan, to minimise the risk of induced vibration damage to the buildings and artwork house within, whilst raising the decibel limit to concert levels.

We did this by testing different noise frequencies with the museum’s curators to understand which pieces were most at risk of vibration damage, tailoring the frequency levels in a directional audio world first. We installed the latest and best sound equipment and noise monitoring technology that shook up the crowd, but not the art.

Local legacy

In collaboration with local French artist Vincent Viriot, Imagination created a visual identity inspired by the classical statues found inside the museum, with a modern, contemporary twist.

Each performing artist had a custom-made bust, designed to capture their personality and vibes through accent colours, surrounding graphics and distinctive features, turning the line-up into a contemporary collection of sculptural art.

Teaming up with Live Nation, we brought Post Malone, Ayra Starr, RaiNao and DJ Kungs to 4,600 lucky attendees who had won tickets through a democratic ballot. In an electrifying 2.5hr performance, that was also exclusively streamed on Roblox, Live at le Louvre gave all fans across the world the chance to be a part of this extraordinary experience.

As a result of this project, Visa’s patronage agreement with The Louvre promotes inclusivity by opening its doors to the children of Paris on Tuesdays (when it was previously closed), enabling greater access to the world’s biggest museum and its artworks.

For the audience

Visa Live at le Louvre gave visitors a true one-of-a-kind experience. With over 134,431 ticket ballot entries, we had 4,600 lucky winners who came to the live experience with an 86% attendance rate which is unheard of for a free event. We also had 1.1 million visitors on Roblox so that all audiences could experience Visa and Louvre like never before.

For the brand

Visa created an impactful, cultural brand moment with Visa Live at le Louvre, directly increasing its positive image amongst Gen Z and young Millennials by rising in relevancy by 5%. Through 9.3 million social engagements and 77 media articles, Visa positioned itself once again at the forefront of the cultural conversation.