Snapchat has entered into a new multi-year partnership with Live Nation.
According to a Snap spokesman, the pact will see Snap “lift performances beyond scenes and screens” through the custom-built, immersive Augmented Reality (AR), run by Snap Inc.’s creative studio Arcadia.
What this means in practice is that at selected concerts, if participants open the Snapchat camera, they will be able to see AR experiences “built into the experience of attending a show” (see below).
According to Snap, fans at festivals will be able to use AR to “try merch, find friends, discover exclusive landmarks around the festival area and more”.
The partnership was announced today as part of Snap Partner Summit, where the company claimed that its “Snap AR is already on a scale ”.
Snap also revealed a number of new statistics for Snapchat, including that the app now reaches over 600 million monthly active users and more than 330 million daily active users globally.
In addition, Snapchat says it now works with more than half a million partners, creators and developers.
Over the past year, its users, according to Snapchat, have shared content from partners’ apps, such as songs from Spotify or tweets from Twitter, over 6 billion times on Snapchat.
According to a Snap spokesman, during the company’s multi-year partnership with Live Nation, it will “work closely with artists to expand their creative canvas at concerts and work with some of the biggest music festivals”
Some of these events include Austin City Limits, Reading and Leeds Festivals in the UK, Lollapalooza in both Chicago and Paris, plus The Governors Ball.
Electric Daisy Carnival will be the first to use Snaps’ augmented reality technology in May.
Snaps spokesman said: “This year’s annual Snap Partner Summit is focused on getting “back to reality” through augmented reality, and how Snap AR is already in scale. What was once a distant vision of computing superimposed on the world through AR is today possible through Snap Camera.
“We are constantly supporting our partners with new tools and opportunities that allow them to reach our community and develop their own business, on and off Snapchat. And we are amazed at the incredible experiences they build.”
In November, Snapchat entered into an agreement with Sony Music Entertainment to include the major record company’s artists in the app’s library of licensed music.
In March 2021, DistroKid teamed up with Snapchat to let its artists distribute their music to the social platform.Music business worldwide