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MTV adds California’s SnowGlobe to events stable

MTV has expanded its live events business in the US with the acquisition of SnowGlobe Music Festival, which takes place annually over the new year period in South Lake Tahoe, California.

The festival – which last year featured performances from Khalid, Travis Scott, Dillon Francis and Zedd – joins the Viacom-owned brand’s stable of music events, including the MTV Europe Music Awards (EMAs), MTV Millennial Awards (MIAWs) in Latin America and the 10,000-cap. Isle of MTV festival in Malta.

“With SnowGlobe, MTV is taking the natural next step in its resurgence by expanding deeper into live events,” says Chris McCarthy, president of MTV, VH1, CMT, and Logo, as we continue to reach our fans and capitalise on our strong brand in new ways.

“With SnowGlobe, MTV is taking the natural next step in its resurgence by expanding deeper into live events”

“In a festival space where many events have become indistinguishable, SnowGlobe stands out with a unique mix of music, sports, and art that makes it a favourite among artists and its growing audience.”

Now in its eighth year, SnowGlobe’s 2018 line-up includes Above & Beyond, Diplo, Eric Prydz, Rezz and RL Grime and more than 35 other artists, along with art installations and extreme-sports demonstrations. The festival takes place from 29 December 2018 to 1 January (new year’s day) 2019, with a new year’s eve countdown on the 31st.

MTV says it plans to take launch the festival in other markets, as well as “leverage its team to launch other new events”. SnowGlobe will also be used as a second location for MTV’s new year’s coverage, alongside its Times Square, New York, studio.

“With SnowGlobe, we’ve always endeavoured to create an event experience that sets itself apart from the typical music festival model,” comments Chad Donnelly, CEO of SnowGlobe, “We are incredibly excited to be joining the MTV family, whose legacy of developing boundary breaking programming and events perfectly aligns with our long-standing ambition of creative innovation.”


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