How Snapchat & Live Nation Are Changing The Way We See Concerts

In celebration of their one-year anniversary of Live Stories, Snapchat is teaming up with Live Nation Entertainment, according to Variety.

Beginning this Friday with Las Vegas’ Electric Daisy Carnival, Live Stories will change the way we see concerts today by capturing content at Live Nation festivals and concerts all through 2016.

“Last year we piloted the Our Live Story product at EDC and were blown away by how much our community loved it,” said Ben Schwerin, director of partnerships at Snapchat. “The Live Nation partnership is really exciting because it allows us the opportunity to share the festival experience through a community lens with Snapchatters around the world.”

The deal will include festival-branded geofilters, which recently gained a big-name sponsor – McDonald’s. The fast-food joint became the first company to sponsor a geofilter, allowing users to illustrate their snaps with creative images of its products, doubling as advertisements.

“The Snapchat platform is the perfect way to share the experience. They do an incredible job of curating in a way that gives fans an inside view of what it’s like to be at the festival,” said Russell Wallach, Live Nation president of media and sponsorship.

In addition to festivals and concerts, Live Stories has expanded its usage by partnering with various pro-sports leagues and the presidential campaign. Both Hilary Clinton and Jeb Bush are using the platform to promote events in which they formally announced their candidacies. Millennials, however, are the ones who are massively dominating the app’s overall consumer base.

“We already have data that tells us this is how millennials are sharing, and millennials are a big part of our audience for these festivals around the world,” said Wallach.

With an estimated 100 million monthly users to date, the app is highly sought after from marketers who are eager to reach that young consumer demographic.