Snap is doubling down on its partnership with Live Nation, announcing that they’ll be expanding augmented reality (AR) offerings at live music festivals.
The latest Live Nation alliance came nearly a year after Snapchat formed a multi-year alliance with Live Nation to “elevate performances beyond stages and screens” via custom-built, immersive AR.
Snap has 750 million monthly active users.
The social media platform revealed during its Snap Partner Summit 2023 that it is now bringing custom AR experiences to 16 festivals including Governors Ball in NY and Lollapalooza Paris.
The latest multi-year partnership with Live Nation, according to Snapchat, “will elevate performances beyond stages and screens,” and create “a deeper connection between artists and fans” through custom-built, immersive AR.
“Fans can open the Snapchat Camera at select concerts for AR experiences that are seamlessly built into the experience of attending a show, extending the artist’s creative canvas into the crowd and helping create moments that are unique and memorable.”
“Fans can open the Snapchat Camera at select concerts for AR experiences that are seamlessly built into the experience of attending a show, extending the artist’s creative canvas into the crowd and helping create moments that are unique and memorable,” Snapchat said.
Snapchat developed new AR offerings through its creative studio, Arcadia. The tools include 3D maps of venues at music festivals, AR lenses and expanded online and offline experiences.
The ‘Snap Map’ feature will allow users to document moments, share their locations to friends and navigate landmarks and hotspots around events.
Snapchatters will also be able to use the new ‘AR Compass’ with the map to find stages and locations around a festival site.
Meanwhile, through new ‘AI Generated Lenses,’ which were recently launched on Microsoft Teams, festival goers will be able to transform themselves into an animated sci-fi scene through the ‘Cosmic Lens.’
“At festivals, attendees will be able to use AR to try on merchandise, find friends, and discover exclusive landmarks around the festival grounds,” said the platform.
These features will be available at the following Live Nation-sponsored events:
Beyond Wonderland Southern California (San Bernardino, CA)
- Electric Daisy Carnival (Las Vegas, NV)
- Creamfields South (Hylands Park, UK)
- Roots Picnic (Philadelphia, PA)
- The Governors Ball (New York, NY)
- Bonnaroo Music & Arts Festival (Manchester, TN)
- Day Trip Festival (Long Beach, CA)
- Wireless Festival (Finsbury Park, UK)
- Lollapalooza Paris (Paris, France)
- Rolling Loud Miami (Miami, FL)
- Lollapalooza (Chicago, IL)
- Creamfields North (Daresbury Estate, UK)
- Reading Festival (Reading, UK)
- Leeds Festival (Bramham Park, UK)
- Lights On (Mountain View, CA)
- Austin City Limits (Austin, TX)
In addition to the partnership with Live Nation, Snapchat also announced that it has teamed up with Disguise, a live event visualization and virtual production technology company, to bring Snap AR to select venues and tours.
Through the Disguise partnership, concertgoers will be able to see AR visuals via the Snapchat camera that interact with the on-stage visual production. This technology will be powered by Disguise RenderStream.
Snapchat is also partnering with DJ Kygo to create AR experiences for some of his concerts this summer.
“This summer, we’re partnering up with world-renowned DJ Kygo to revolutionize the way people experience live music, bringing the best of Snap AR to every arena,” said Snapchat.
Snapchat also revealed during its recent Partner Summit that creators with at least 50,000 followers, 25 million monthly Snap views, and who post at least 10 Stories per month, may be eligible to join its new Stories revenue share program.
This program places ads within creators’ Stories and creators are able to receive a portion of revenue from ads.
“The program is in addition to increasing the total rewards available to creators for making the top Spotlight Snaps.”
The launch of the new program comes just days after Snap struck new music licensing deals with a number of music distributors and rightsholders globally to further expand its music library.
Snapchat already has existing licensing deals with major record labels and music publishers like Universal Music Group, Universal Music Publishing Group, Sony Music Entertainment, Sony Music Publishing, Warner Music Group and Warner Chappell, as well as indie record labels like Kobalt, Distrokid and BMG.
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