Live Nation and Snapchat’s parent company Snap have been working together for some time. Their relationship stretches back to a Live Stories deal in 2015; and more recently AR experiences at concerts and festivals.
Now it’s expanding again with something called ‘Snap Nation’. It’s a public profile on Snapchat offering behind-the-scenes content from artists playing at Live Nation’s concerts and festivals in the US.
The companies said it will bring stories and snaps from 30 festivals and tours over the next year.
“We’re giving fans exclusive access to never-before-seen concert content, only on Snapchat,” is how LiveNation’s EVP and head of global media partnerships Kevin Chernett sold the idea.
“They’ll get to experience it all: from feeling the pre-show anticipation backstage to experiencing the post-show camaraderie and so much more.”
The expanded partnership was announced at Snap’s ‘NewFronts’ event, which also saw a raft of broadcasting, sports and celebrity partnership announcements and renewals.
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