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Technology’s Transformative Impact on Music Festivals

March 14, 2023

The 2022 Music Festival & Artist Report highlights how technological advancements–including augmented reality (AR), virtual reality (VR), and the metaverse–are enhancing and elevating live music festivals in unprecedented ways.

More than 30 different brands have activated within this new immersive realm, offering attendees an unforgettable journey beyond the traditional concert setting, and strengthening the relationship between brands and music. As music festivals continue to focus on innovation after a record-setting season–some 6.5M fans attended Live Nation festivals in July-September 2022, up nearly 40% over the same period in 2019–they’re exploring new ways to incorporate technology into their events to bolster the festival experience for both attendees and sponsors.

Case in point: Snapchat bet big on AR in 2022, partnering with 16 Live Nation festivals, including Lollapalooza and The Governor's Ball, to provide AR enhancements for fans that help attendees locate friends, discover exclusive landmarks, and purchase merchandise. By using AR to enrich the in-person experience–with branded filters, lenses, and interactive immersions that allow fans to participate in the performance in new and exciting ways–the buzzy messaging app is connecting with new audiences, cultivating loyalty, and capturing key marketing insights. Snapchat reaches over 75% of the 13-34 age demographic in 20 countries, and plans to leverage its massive user base to make AR the next frontier of visual expression for artists.

Why Does AR Matter?

  • Reaches a highly-engaged, youthful audience infatuated with visual expressions
  • Enhances the festival experience to generate buzz, content sharing, and word-of-mouth endorsements from satisfied festival-goers
  • Measures marketing impact, which provides valuable insights into campaign effectivenes

Click here to download the report.

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