Post-pandemic festivals have been upping their game when it comes to implementing new technologies and innovating on fan experiences. Festivals like Stagecoach have included a livestream element for the first time ever to reach fans who are not able to attend in person, and artists have been more creative with tech like AR that allows them to create new, exciting experiences.
For example, Flume included an AR (augmented reality) design feature — a giant golden parrot — at his recent Coachella performance. However, as with many AR and hologram production elements, it came with a caveat: it could only be viewed by the audience watching the livestream at home, not by those in person.
This was an innovative way to give the remote fans a unique experience when many of them likely felt as though they were missing out on some in-person fun, but the natural next step is for the physical audience to be able to experience these features as well.
Live Nation is looking to bring the potential of AR to its concerts and festivals though a new partnership with Snap, owner of popular social media app Snapchat, which has been developing its AR technology for several years.
“For years, video screens have been a canvas for visual expression at concerts and festivals around the world. They help artists tell their stories and bring music to life,” the social media company said in a statement. Now, Snap’s AR technology will be deployed more widely across events and will allow more artists to experiment with it as interest in immersive and technologically-enhanced experiences has grown during the pandemic.
The new multi-year partnership between the two companies will “elevate performances beyond stages and screens,” according to Snap, and will leverage Snap Inc.’s creative studio Arcadia to create custom-built immersive AR activations.
For now, fans at select concerts deploying the tech will be able to access AR experiences through their Snapchat camera, and at festivals, they will be able to use it to virtually try on merch, find friends, and discover exclusive landmarks. Some festivals that will be implementing these AR capabilities this year include Lollapalooza, Governor’s Ball, Rolling Loud, and Electric Daisy Carnival, taking place at the end of the month, which will be the first to use it.