Philips Lighting is using music to elevate light beyond illumination.

The company has partnered with Live Nation Entertainment on the “Living Light Sessions,” a series of five online videos featuring up-and-coming musicians performing in a living room outfitted with Philips Hue connected lighting systems.

Part of the growing trend of connected homes, consumers can use Philips Hue to create dynamic in-home lighting experiences via more than 450 third-party apps.

Philips markets Philips Hue with the “Turn On Living” tagline to promote the product’s various uses including comfort and security (“Turn on Peace of Mind”) and 15 million-plus color variations (“Turn on Imagination”).

“Historically, lighting has been a functional on-and-off category. We’re trying to create an experience to show people that lighting can do so many more things,” said Todd Manegold, senior director of product marketing, Philips Hue.

“Our challenge is creating that ‘seeing is believing moment.’”

When developing the videos with Live Nation, Philips stressed the importance of conveying product functionality. As a result, the videos were shot in living rooms with lighting environments created by the artists.

“I don’t want to be perceived as something just for entertainment. We want to show this is a product that can be used in your house to create a unique experience.”

Philips launched the first video in November 2015 with Rudimental, an English drum and bass band. The company has since posted videos by Irish rock band Kodaline and American indie pop band Saint Motel. Philips will launch the fourth video later this month with RAC, a Grammy-nominated electronic music act. The fifth act has not yet been determined.

Live Nation picked the artists based on their appeal to tech-savvy males, said Jeremy Levine, Live Nation senior vice president of digital sales.

“Historically, light bulbs are more of a female buy. We want to shift that ratio to reach tech-forward men and convert them into brand evangelists.”

Philips posts the videos, interviews and other behind-the-scenes content on the Phillips Hue website (www.MeetHue.com) and dedicated YouTube page. The company also posts videos on the Philips storefront on Amazon.com.

Philips promotes the videos via Facebook and Instagram, while the artists do the same on their own social and digital channels.

Philips also has enlisted social media influencers to promote the product line. Technology influencer Jonathon Morrison gives Saint Motel a tutorial on Philips Hue in one of the videos.

“Social influencers lend credibility and help expand the conversation to an even wider audience,” said Levine.

The Live Nation partnership builds on a 2014 promotion with the Syfy cable TV channel and Sharknado. Consumers who downloaded the Syfy Sync app could use Philips Hue to create a light experience based on action in the movie such as red lights when someone was eaten by a shark.

“We wanted to create an immersive experience based on what was going on in the show. That’s the thinking with Live Nation. We want to show that lighting can create immersive experiences with content.”

Philips sells the four-year-old product line through Best Buy, P.C. Richard & Son, Wal-Mart and other big-box retailers.