You will be redirected back to your article in seconds

Golden Globes: Facebook, Instagram Team on Red Carpet, Backstage Celeb Access (EXCLUSIVE)

Facebook and Instagram are getting embedded into the 2017 Golden Globes as never before, via a partnership with the Hollywood Foreign Press Assn. for video and photo access on the red carpet and backstage.

Under an exclusive arrangement, Facebook for the first time will let fans watch full 360-degree videos of celebrities’ red-carpet experience at a major awards show. Instagram, meanwhile, is teaming up with fashion photography duo Mert and Marcus to shoot the action backstage.

There’s no revenue model here for Facebook for the content from the kudocast, which is being held Sunday, Jan. 8. The goal is to make Facebook and Instagram go-to hubs for video and other content from the Golden Globes and celebs — and further the company’s broader aims of boosting user engagement and growth on both platforms.

Facebook’s collaboration with the HFPA, in association with NBC and Dick Clark Prods., comes after the social giant served as the exclusive streaming platform for the 2017 Golden Globes nominations.

The partnership is not HFPA’s only digital extension for this year’s Golden Globe Awards. Twitter, for example, will host a live-stream of the red carpet available at goldenglobes.twitter.com starting at 3 p.m. Pacific.

Facebook will host exclusive 360-degree video of the entire Golden Globes red carpet from the point of view of several celebs and attendees, including Felicity Huffman, this year’s Miss Golden Globes — Sylvester Stallone’s daughters Sophia, Sistine and Scarlet — and HFPA president Lorenzo Soria. The Golden Globes’ Facebook page will feature one of the 360 videos exclusively, while other celeb will feature their red-carpet videos on their own pages. Users will be able to scan the 360 video by moving their mobile devices or using a mouse on desktops.

From the Golden Globes press room at the Beverly Hilton, HFPA will use Facebook Live to live-stream the first two fan questions and answers from select category winners.

For Instagram, Mert and Marcus will shoot winners, nominees and presenters backstage at this year’s Golden Globes. The photos will be posted exclusively to the Golden Globes’ account on Instagram throughout the evening, and the photogs themselves (Mert Alas and Marcus Piggott) will share select pics on their Instagram accounts.

Instagram also is curating an exclusive video experience on the app’s “explore” tab that will go live on Jan. 8. Throughout the day, the Golden Globes channel will present exclusive video content from celebrities, media personalities and industry insiders.

In addition, individual stars will use the new Instagram Stories and Instagram Live features to share their Golden Globes experience spanning from pre-show prep rituals to after-party carousing. According to Instagram, Jimmy Fallon, Sarah Jessica Parker, Anthony Anderson, Sterling Brown, Mandy Moore, Lilly Collins and Sofia Vergara are among those expected to tap the platform’s new features.

Popular on Variety

More Digital

  • hearst logo

    Hearst Magazines Unionizes With Writers Guild of America East

    The Writers Guild of America East has scored a major victory by unionizing Hearst Magazines’ editorial, video, design, photo and social staff across 24 digital and print brands. The New York-based WGA East, which has about 6,000 members in film, television, news and digital media, announced on Monday that a strong majority of the 500-member [...]

  • Apple AR Headset Coming in 2022:

    Apple Said to Prep AR Headset for 2022

    Apple’s augmented reality (AR) headset won’t be arriving on store shelves until at least 2022, according to a new The Information report. The iPhone maker reportedly updated a large number of employees about the project last month, filling the spacious Steve Jobs Theater on its Cupertino, Calif. campus with employees working on AR hardware. Apple [...]

  • Variety Launches New Video Series, 'Daily

    Variety Launches New Video Series, 'Daily Variety'

    Variety has launched a daily video series covering the business of entertainment. Hosted by Audrey Cleo Yap and executive produced by Eva Wong, “Daily Variety” will feature breaking news coverage and analysis from Variety’s award-winning staff as well as in-depth features and interviews with top industry professionals. Each bite-sized segment and featured clip will be [...]

  • Pluto: Vevo Stations Launching on Ad-Supported

    Channeling MTV, Vevo Launches Linear Programming on Pluto

    Music television is back: Major label-owned music video platform Vevo is launching a series of linear channels for leanback viewing on Pluto TV, the ad-supported video service that got acquired by Viacom earlier this year. A first channel, dubbed Vevo Pop, will launch on November 12; additional channels, including a holiday-themed station, are expected to [...]

  • Instagram tests hiding likes

    Instagram Will Begin Hiding Likes in the U.S.: Smart Move or Misguided Fail?

    Instagram is about to launch a test of removing like counts from posts in the U.S. — and, predictably, the idea has been met with a range of reactions ranging from praise and support to concern and mockery. The hope is that the change can reduce anxiety among Instagram users, to make social media less [...]

  • Scott Stuber, Ron Howard are seen

    Netflix's Scott Stuber: Film Biz Needs to 'Be Calm and Talk Through' Exhibition Disputes

    Netflix film chief Scott Stuber urged film producers and exhibitors to come together to reach a consensus on exhibition window disputes as Netflix and other streaming giants move forcefully into feature production. Stuber, Netflix’s VP of film, spoke Saturday morning at the Producers Guild of America’s Produced By NY conference in a wide-ranging Q&A with [...]

  • Instagram Logo

    Instagram to Start Hiding Like Counts in the U.S.

    Instagram likes are about to disappear from public view for many more users: The Facebook-owned photo sharing service is getting ready to hide like counts from U.S. users as early as next week, CEO Adam Mosseri announced at a Wired event in San Francisco Friday. In an attempt to strengthen conversations over popularity contests, Instagram [...]

More From Our Brands

Access exclusive content