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Live Nation and Snap announce AR partnership

Link-up promises to "elevate performances beyond stages and screens" at festivals such as Electric Daisy Carnival, Lollapalooza and Wireless

By James Hanley on 03 May 2022

EDC Las Vegas 2021 has been postponed

Electric Daisy Carnival


Live Nation and Snap have announced a multi-year augmented reality (AR) partnership that promises to “elevate performances beyond stages and screens” at festivals such as Electric Daisy Carnival (EDC), Lollapalooza and Wireless.

With the help of Snap Inc.’s creative studio Arcadia, fans can open the Snapchat Camera at select concerts for AR experiences built into the experience of attending a show, extending the artist’s creative canvas into the crowd.

Festival attendees will also be able to use AR to try on merchandise, find friends and discover exclusive landmarks around the festival grounds. The company first partnered with Snapchat in 2014 for EDC Vegas.

“Snap’s augmented reality offers artists an incredible new creative tool that will change the way fans experience their performances”

“For years, video screens have been a canvas for visual expression at concerts and festivals around the world,” says the company. “They help artists tell their stories and bring music to life. We believe Snap’s augmented reality offers artists an incredible new creative tool that will change the way fans experience their performances.”

The technology will be showcased from 20-22 May at EDC Las Vegas, which helped Snapchat create its first “Our Story” eight years ago. Other participating events to be confirmed include Rolling Loud in Miami and The Governors Ball in New York.

LN also teamed with Snapchat in 2016 to package footage from four of its European festivals as ‘Live Stories’ on the popular instant messaging app. It also began selling tickets via Snapchat later that year.

 


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