Live Nation is looking to take live performances beyond the stage and screen via a partnership with Snap.
The multi-year partnership will enable Live Nation event attendees to open the Snapchat Camera and kick off an augmented reality (AR) experience.
At festivals, attendees will be able to use AR to try on merchandise, find friends and discover landmarks around the festival grounds.
The custom-built immersive AR was created by Snap’s creative studio Arcadia.
The first Live Nation event to trial the new technology will be the Electric Daisy Carnival in Las Vegas later this month.
Fans using the AR technology “will be able to experience live music like never before”, Snap said.
In the coming year, Snap will rollout its AR offering at Live Nation events including Lollapalooza in Chicago, Wireless Festival in London, Rolling Loud in Miami and The Governors Ball in New York.
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Snap said the offering will create deeper connections between artists and fans.
“For years, video screens have been a canvas for visual expression at concerts and festivals around the world. 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,” Snap said.
“Fans can open the Snapchat Camera at select concerts for AR experiences that are seamlessly built into the experience of attending a show, extending the artist’s creative canvas into the crows and helping create unique, memorable moments.”
In November, Snap struck a licensing deal with Sony Music Entertainment. The deal means all of Sony’s artists can now be found in the platform’s ‘Sounds’ section.