Ustream is reaching deeper into the realm of live celebrity video streaming with the launch of a new program, called Ustream All Access, which will follow different celebrities around during the course of their day, giving online viewers an unedited look at how they live and interact with family and fans alike.
Ustream All Access kicked off last week, as the company broadcast Black Eyed Peas frontman Will.i.am live backstage at the Grammy nominations on Dec. 1. Despite little promotion by the company beforehand, that broadcast had more than 255,000 viewers. Some of those may have shown up from Will.i.am’s twitter account, where he also live-tweeted the event.
Now it’s Snoop Dogg’s turn to be live streamed. The rapper, who has had a long-running Ustream channel, has signed up to allow the company to document the promotion of his new album, Malice N Wonderland. Beginning at 3:00 p.m. PST today, the show will follow him through various interviews and events in Los Angeles that he will attend during the day of the album release.
The live stream will be available on the web and on Ustream’s mobile viewer application, which is available from the iPhone and Android app stores. As part of the promotion, the web series will have links to the new album on Apple’s (s AAPL) iTunes and Amazon.com (s AMZN), providing a direct sales route for fans, and additional revenue for Snoop.
Ustream hopes that the All Access program will add to its viewership for live celebrity streams, where it has gained significant share by powering events like the red carpet premieres of The Twilight Saga: New Moon and Michael Jackson’s This Is It. Both of those events drew millions of viewers, with the Michael Jackson red carpet pulling in 1.8 million total views and the Twilight event drawing 3 million total views.