Snapchat Expands Augmented Reality Partnership with Live Nation

Snap Inc. and its Snapchat social media app have expanded their partnership with Live Nation, and are now bringing Augmented Reality to the concert-going experience.

Catch me up: About a year ago, Snapchat announced a multi-year alliance with Live Nation aimed at revolutionizing concerts with custom-built, immersive AR. They have now revealed 16 major festivals where it will roll out.

Why it matters: Aiming to “elevate” the experience “beyond stages and screens,” festival fans will be able to interact in a whole new dimension. Festie-life will now feature not just live music and physical venders, but a digital world as well – where even more money can be spent. 

What will it do? Snapchat’s AR will include 3D maps of landmarks and venues at music festivals, and an AR compass to help fans navigate around. They can find their friends, try on merchandise, and document moments. Some will even get to interact with on-stage visual production. Festivals involved are:

• Bonnaroo Music & Arts Festival (Manchester, TN)

• Lollapalooza (Chicago, IL) 

• Austin City Limits (Austin, TX)

• The Governors Ball (New York, NY)

• Electric Daisy Carnival (Las Vegas, NV) 

• Beyond Wonderland Southern California (San Bernardino, CA)

• Creamfields South (Hylands Park, UK)

• Roots Picnic (Philadelphia, PA)

• Day Trip Festival (Long Beach, CA) 

• Wireless Festival (Finsbury Park, UK)

• Lollapalooza Paris (Paris, France) 

• Rolling Loud Miami (Miami, FL)

• Creamfields North (Daresbury Estate, UK)

• Reading Festival (Reading, UK) 

• Leeds Festival (Bramham Park, UK) 

• Lights On (Mountain View, CA)

What they're saying: “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 crowd and helping create moments that are unique and memorable,” Snapchat said.