Usual circumstances force players to use “Plays” if they want to play a specific music video on GHTV. Plays are rewarded to players when they level up, or can be bought with real currency. Another way players usually gain access to the on-demand song catalog is by purchasing a party pass - a 24-hour unlimited access package - for real currency.
This coming weekend would be a poor time to buy a party pass, however, as Activision is providing a free, unlimited access weekend.
I would surmise that Guitar Hero’s sudden generosity stems from upcoming competition with a huge game release this Friday, Call of Duty: Black Ops 3. However, Black Ops 3 and Guitar Hero Live are both Activision productions.
Tune in to GHTV this Friday to get a start on the unlimited access weekend.