Open Stage by Coca-Cola Launches: TikTok Races Toward an In-Person Experience
Share news
Listen
TikTok loves events—and not just as another spectator, but by creating participatory experiences that are closely aligned with its content. We saw this, for example, at the most recent Goya Awards. So die-hard fans of the Coca-Cola Music Experience festival can now take part in various initiatives that kicked off in August—ranging from the live contest on TikTok LIVE to in-person activities at the festival grounds—which will take place on September 4 and 5 at the Iberdrola Music venue in Madrid.
Open Stage by Coca-Cola: A Platform for Emerging Music Creators in Europe
As an added benefit of this partnership, the launch of Open Stage by Coca-Cola has been announced—a program that blends music, digital culture, and live experiences. The aim of this partnership is to create a pre-event leading up to the main event, encouraging participants to showcase their talent on TikTok LIVE—a tremendous opportunity for content creation that fosters creativity, collaboration, and interaction with the community, allowing them to gain visibility and climb the rankings.
The contest took place from August 6 to 14, 2026, beginning with a call-for-entries phase during the first few days, which gave way on August 9 to the competition phase featuring live streams on TikTok LIVE. The 10 highest-rated music creators have been selected to perform live at the festival as part of an initiative designed to celebrate a new generation of artists on the Open Stage by Coca-Cola, located within the CCME venue.
#OpenStageCCME: From the Screen to the Live Stage
At the festival grounds themselves, the “Open Stage by Coca-Cola” concept will come to life in a dedicated activation area next to the festival’s Ferris wheel and on a special stage shaped like a glass box. This space will visually blend the worlds of Coca-Cola and TikTok and will host live performances by the selected creators. In addition, attendees who participate in this activation will be able to unlock unexpected experiences throughout the two days of the festival.
TikTok users are counting down to the festival through a 120-day pre-festival campaign that uses TikTok’s interactive ad formats and can be followed via the hashtag #OpenStageCCME. This allows for a natural connection with a community where music is already the main attraction, as demonstrated by the hashtag #newmusic, which has amassed more than 18.5 million videos.
This trend is particularly interesting from an experiential standpoint: the audience that discovers and follows these creators on TikTok will also be part of an experience that continues beyond the platform. Content thus ceases to be merely an end in itself and becomes the first step in a brand experience.
