Starting this summer, Live Nation, in partnership with Yahoo, will stream daily concerts for one year. "There've been a lot of attempts in the past to launch events online in more of a one-off or episode nature," says Yahoo chief marketing officer Kathy Savitt. "This is the first time, at scale, where two behemoths are getting together and saying, 'Live is the future, and we're gonna create a daily habit for music fans.'" Live Nation CEO Michael Rapino has been looking for a way to efficiently live-stream the company's 60,000 concerts a year. Although Rapino would not discuss the costs involved in the venture, he noted, "five years ago it cost you $3 million to shoot an HBO special, and you couldn't scale it. Now with the cost of production coming down, you can shoot very efficiently." Kellogg is the first of many sponsors anticipated to underwrite the program's costs. Streamed concerts will range from emerging acts playing at Live Nation clubs and theaters to its growing roster of music festivals. Live Nation is vying with YouTube, Vevo, Vice, and other music-adjacent players for the "upfront" advertising marketplace valued at the $20 billion currently spent on top-tier sponsorships for broadcast TV, cable, and live events.