Snapchat Improves the Live Music Experience with AR Technology
Snapchat has been expanding its presence in the music industry in recent years, as more and more users turn to the app to enhance their live music experiences. According to reports, 85% of Snapchatters use the app to enhance their live music experience in some way. To capitalize on this trend, the company has been building on its multi-year partnership with Live Nation to deliver custom augmented reality (AR) experiences at 16 of the biggest music festivals in the world, including:
- 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)
All of them will have access to an AR Compass and a 3D map of the venue, which will make it easier for the attendees to go to the proper stage at the right time and locate their friends rather than getting lost in the crowd. Festival-goers can genuinely experience music in a new way with personalized AR lenses that let you express yourself and enhance Snaps.
The partnership between Snapchat and Live Nation began in 2018, when the two companies teamed up to create custom AR lenses for fans attending Live Nation events. The lenses allowed users to add virtual elements to their photos and videos, such as confetti, balloons, and light effects. The lenses were a hit with fans, and Snapchatters used them to share their experiences with friends and followers on the app.
Since then, Snapchat and Live Nation have expanded their partnership to include more music festivals and more custom AR experiences. The latest deal expansion will see Snapchat deliver custom AR experiences at the above-mentioned popular music festivals. The experiences will be available exclusively to Snapchat users attending the festivals, and they will allow users to add virtual elements to their photos and videos that are specific to each festival.
The custom AR experiences will be created in collaboration with Live Nation and the festival organizers, and they will be designed to enhance the overall festival experience for Snapchat users. For example, at the Electric Daisy Carnival, users will be able to add virtual carnival rides and fireworks to their photos and videos. At Lollapalooza, users will be able to add virtual elements that reflect the festival’s iconic Chicago skyline backdrop.
The expansion of the partnership between Snapchat and Live Nation comes on the heels of a string of music licensing partnerships for the app itself. In recent years, Snapchat has struck deals with major music labels such as Sony Music, Universal Music Group, and Warner Music Group to license their music for use on the app. The licensing deals allow users to add popular songs to their photos and videos, making Snapchat a more engaging platform for music fans.
Overall, the partnership between Snapchat and Live Nation represents a significant opportunity for both companies to capitalize on the growing trend of using technology to enhance live music experiences. By delivering custom AR experiences at some of the biggest music festivals in the world, Snapchat is positioning itself as a key player in the music industry and a valuable partner for festival organizers and music labels alike.
