Hitmaking producer/songwriter Benny Blanco debuts live shopping on Instagram

Another celebrity popular with Gen Z and millennial consumers is partnering with a livestream shopping platform and a social media giant.

Music producer and songwriter Benny Blanco, who has collaborated with performers including Selena Gomez, Katy Perry, Snoop Dogg and K-pop superstars BTS, is launching a new livestream commerce feature from TalkShopLive called Shoppable Simulcast, which enables sellers to seamlessly simulcast shoppable livestreams to their Instagram pages.

Walmart debuted the TalkShopLive Shoppable Simulcast feature for Facebook in June 2023, and now Blanco will help bring it to the additional Meta-owned Instagram social media platform. Blanco’s simulcast, which will feature him preparing recipes from his new cookbook and entertaining guide titled “Open Wide,” will also stream across Billboard.com and Billboard’s Instagram and Facebook page, Blanco’s Facebook page, and TalkShop’s livestream site and content distribution network.

The event takes place at 1 p.m. ET on Monday, March 4 and will feature signed copies of Blanco’s book. Viewers who comment “buy” on the show will receive a direct message or Facebook message with direct links to instantly purchase products without needing to leave the platform/shopping experience. 

"We are thrilled to partner with Benny Blanco and Billboard to launch our Instagram Shoppable Simulcast. We are constantly innovating on how to create the best shoppable experiences that drive distribution and eliminate friction in the path to purchase," said TalkShopLive CEO and co-founder Bryan Moore.

"By expanding our partnership with Meta to add the Instagram Shoppable Simulcast to our offering, TalkShopLive has created a scalable solution for any retailer, brand, or creator to go live across multiple domains, including Facebook and Instagram, while providing their customers with a seamless shopping experience," said Moore. "Scalability, distribution, and friction-free are the future of live shopping and we are excited to work with Blanco and our partners at 'Billboard' magazine on this world premiere event."

TalkShopLive has also supported shoppable livestreams for Best Buy, Target, Conde Nast, Hearst, Oprah Winfrey, Jennifer Lopez, Reneé Rapp, Noah Kahan, Gracie Abrams, and Sabrina Carpenter across a wide variety of product categories.