Snap is expanding its partnership with events company Live Nation to bring AR-focused features to 16 new music festivals. These features include custom AR lenses, artist partnerships for unique experiences, and the use of AR with 3D maps of the venue to direct users to different stages.
The company first signed a multi-year deal with Live Nation last April to “bring performance beyond stages and screens.” This also included using Snap’s AR try-on technology to try different festival-specific merchandise.
Snap announced today at the Snap Partner Summit that the expansion will bring AR experiences to festivals like Lollapalooza Paris and the Reading Festival in the UK
Here is the full list of festivals:
- Beyond Wonderland Southern California (San Bernardino, CA)
- Electric Daisy Carnival (Las Vegas, NV)
- Creamfields South (Hylands Park, UK)
- Roots Picnic (Philadelphia, PA)
- The Governor’s Ball (New York, NY)
- Bonnaroo Music and 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, Snap is also partnering with event visualization company Disguise to enable interactive AR visuals on stage.
Snap is also collaborating with renowned Norwegian DJ Kygo to create custom AR experiences for his performances. The company added that it will be working with more artists this year.
Enabling AR experiences at music concerts is now a growing trend. Last year, more than a dozen Spark AR creators worked to bring virtual experiences to Coachella Festival via Instagram. Gorillaz used Google’s Geospatial API to bring its AR concert to select locations last December.