How Snap and Live Nation Are Bringing AR to Live Music

Back in May, we shared the news that Live Nation and Snap were joinig forces to deliver a series of augmented reality (AR) filters for a range of live music events, as part of a multi-year deal.

At the time of the announcement, Snap said, "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."

Now, a few months on, the partnership has spawned some fascinating and engaging filters for Snapchat users. Here's how the partnership has complimented live music events, so far.

Lollapalooza

At Lollapalooza, we saw Snapchat users take advantage of features like the AR Compass, Festival Planner and Friend FindAR to navigate the festival site, organise their days and track down their friends (a particularly handy capability for those punters who can't help but to embark on a solo adventure or two). Lollapalooza also scored its own Snapchat characters as part of the campaign, a robot and hot dog (pictured above), who users could feature in their snaps during the event.

Snap and Live Nation also partnered with Billboard ahead of the festival, as part of the magazine's Lollapalooza-themed issue. By scanning the QR code on the magazine's front cover, Snapchat users could activate an AR experience.

Electric Daisy Carnival

Electric Daisy Carnival (EDC) punters could also take advantage of the AR Compass and Friend FindAR features. The Night Owl Lens allowed users to bring EDC's iconic owl logo to the sky above, thanks to Sky Segmentation, which detects user's surroundings and applied the filter to the open air around them. Down below, the Daisy Lens used Ground Segmentation to bloom flowers from the ground at the event.

Governor's Ball

At Governor's Ball, Snapchat users could decorate the sky with the app's filters, and scan QR codes throughout the festival grounds to access extra AR experiences.

Snap and Live Nation also partnered with Verizon to bring festival goers a special , location-specific filter. The filter could only be used at the Verizon Cabana zone at the event and it allowed Snapchat users to chat with friends and collaborate as they pinned visuals to the sky above.

Jack Harlow

Jack Harlow's 'Come Home The Kids Miss You' tour has also received the Snapchat treatment last week, with some themed visuals and a merch marketplace on the artist's Snapchat profile. The rapper's fans could use a Snapchat filter to make a jet fly over the event's stage during 'First Class', and they could take advantage of a selfie-mode filter.

Lil Nas X

Lil Nas X is following suit for the 'Long Live Montero' tour. As Billboard reported, The artist's AR experience is choreographed to match three acts, during a 70-minute set. By scanning a physical playbill, fans can gain access to a number of different AR filters throughout the event, each tied to the concert's themes.

Live Nation and Snap's partnership is set to continue in the coming years, so we’re looking forward to reporting on more innovative filters, as the companies continue to roll them out.

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