Visa Live at le Louvre

Client: Visa

As Paris got ready to host the 2024 Olympic and Paralympic Games, Visa wanted to kick-start the summer with an epic, first-of-its-kind concert to launch and establish their new ‘Visa Live’ Global Music Strategy in one transformative event.

The result was Visa Live at le Louvre. A live music experience like never before, hosted at one of the world’s most iconic and famed locations, the Musée du Louvre. Visa Live at le Louvre was a groundbreaking experience that connected millions of fans with a diverse line-up of global artists in a truly unique location that’s steeped in legacy. The museum’s first ever live music performance starred powerhouse performances by Post Malone, Ayra Starr, RaiNao and DJ Kungs at the historic Cour Carrée in a carefully choreographed 3 hour set. Visa recognises that progress should be celebrated as an ongoing, daily action. Championing a diverse group of performers who are at varying stages in their musical journeys and when paired with the vibrant heritage of the Louvre and one of the world’s leading gaming platforms, Visa created a cultural event that could be experienced globally. Resonating with younger audiences, Visa Live at le Louvre was an innovative blend of live music with museum culture and modern technology, connecting millions of fans on social, in real life and on Roblox. Demonstrating the brand promise: every step forward takes you closer to where you want to be.