The Industry Observer (05/02/22), Kelly, Vivienne

Live Nation has partnered with Snap so event attendees can experience concerts and festivals virtually through augmented reality (AR). Fans at festivals will be able to use AR to try on merchandise, find friends and discover landmarks on festival grounds through a custom-built immersive AR developed by Snap's studio Arcadia. "We believe Snap's augmented reality offers artists an incredible new creative tool that will change the way fans experience their performances," Snap declared. "Fans can open the Snapchat Camera at select concerts for AR experiences that are seamlessly built into the experience of attending a show, extending the artist's creative canvas into the crowds and helping create unique, memorable moments." The technology will be piloted this month at the Electric Daisy Carnival in Las Vegas, while later in the year Snap will launch it at Live Nation events including Lollapalooza in Chicago, Wireless Festival in London, Rolling Loud in Miami and The Governors Ball in New York.

Read the full story from The Industry Observer.