PC: Alexander Shatov/Unsplash

We’re in the beginning stages of a big shift in immersive music festivals.

Snap is bringing its augmented reality (AR) features to an additional 16 music festivals thanks to its extended partnership with Live Nation. In addition, Snap is joining forces with Disguise, an event visualization company, that will allow attendees to interact with AR visuals on stage.

The companies’ partnership will allow Snap’s AR technology which includes AR lenses for immersive experiences. Festival-goers will also be able to use AR with 3D Maps of the festival grounds and venues to easily navigate around.

Snap announced this expanded partnership with Live Nation at their Snap Partner Summit on April 19.

The company has already partnered with legendary tropical house DJ, producer, and songwriter Kygo to bring a heightened AR experience during his shows. They added that they will be working with more artists this year.

In late December 2021, Santa Monica, California became the first US city to enter the metaverse thanks to a partnership with FlickPlay. The Downtown Santa Monica District allows users to become immersed in AR and VR. They can unlock various digital collectibles and rewards that can be used to redeem physical prizes around the Third Street Promenade.

“We are living in one of the most transformative and exciting times in the history of technology,” says FlickPlay’s founder and CEO Pierina Merino in a press release at the time. “I’m thrilled to announce that FlickPlay will be activating Santa Monica to become the first Metaverse city in the U.S. starting this December. I have no doubt that Santa Monica Metaverse will become a unique case study of disruption and innovation in the years to come. FlickPlay will continue to work seamlessly to bridge people’s digital and physical realities in the real world through meaningful human-centric experiences. This is only the beginning, and we can’t wait to continue to share the things we have coming up.”

In the age of immersive experiences and the return of live events, AR experiences are one of many technologies being utilized by artists to enhance fans’ experience at their shows. Last year, Meta Spark partnered with Coachella Valley Music & Arts Festival to bring the “Coachellaverse” to the Indio, California music festival.

In December 2022, Gorillaz demoed Google’s ARCore Geospatial API while performing their song “Skinny Ape” in New York Times Square.

Here is a full list of music festivals using Snap’s AR features, per TechCrunch.

  • Beyond Wonderland Southern California (San Bernardino, CA)
  • Electric Daisy Carnival (Las Vegas, NV)
  • Creamfields South (Hylands Park, UK)
  • Roots Picnic (Philadelphia, PA)
  • The Governors Ball (New York, NY)
  • Bonnaroo Music & Arts Festival (Manchester, TN)
  • Day Trip Festival (Long Beach, CA)
  • Wireless Festival (Finsbury Park, UK)
  • Lollapalooza Paris (Paris, France)
  • Rolling Loud Miami (Miami, FL)
  • Lollapalooza (Chicago, IL)
  • Creamfields North (Daresbury Estate, UK)
  • Reading Festival (Reading, UK)
  • Leeds Festival (Bramham Park, UK)
  • Lights On (Mountain View, CA)
  • Austin City Limits (Austin, TX)


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