Earlier in the year, Snapchat announced a multiyear partnership with Live Nation to bring its Snapchat AR (augmented reality) technology to a select number of Live Nation events.
That started to roll out in May at the EDM-centric Electric Daisy Carnival in Las Vegas, adding virtual layers to what was happening on the stages and around the site.
That partnership is expanding by going on the road with Lil Nas X and Jack Harlow.
Harlow was the first to use the technology in a touring environment but Lil Nas X and his Long Live Montero tour are where it will be put under the most scrutiny. The AR elements are synchronised to the three different stages of the Lil Nas X live show, following a eclosion trajectory (cocoons in the first section, butterflies in the second and Lil Nas X in the third).
Attendees can activate it by scanning a “playbill” (i.e. like the booklet you might get at the theatre). Doing so triggers a voice note explaining how it all works and what they can expect to see as AR elements during the show.
Snap also added a bespoke lens that will add AR wings to users when taking a selfie.
For Jack Harlow, the AR elements include a direct link to his merchandise store as well as an AR jet that will appear as he plays ‘First Class’.
Arcadia, Snap’s in-house AR creative studio, built the AR elements for both tours. “We want to unlock fans’ phones as an additional creative canvas to the ones artists are already using on their tours (video screens, etc.) and leverage Snap AR to help artists create a meaningful connection to fans,” said Snap in a press statement. “Snap AR helps create additive and immerse experiences for attendees, and since it’s directly connected to Snapchat, they can instantly share these moments with their friends or the community.”
Snap insists this is merely “meant as a compliment to the show’s visuals”, that it “enhances the moments in which fans already have their phones out” but it “will not be promoted as a holistic way to watch”.
Old timers will roll their eyes and say that this is yet another reason for people at concerts to watch it all through their phone screens. Younger fans will see it as a fine embellishment of their concert experience. It is here, powered by AR, that the generation gap now exerts itself.
