Snapchat has entered into a new multi-year partnership with Live Nation.

According to a Snap spokesperson, the pact will see Snap “elevate performances beyond stages and screens” through custom-built, immersive Augmented Reality (AR), powered by Snap Inc.’s creative studio Arcadia.

At select concerts, attendees can open the Snapchat Camera to see AR experiences “built into the experience of attending a show”.

According to Snap, fans at festivals will be able to use AR to “try on merch, find friends, discover exclusive landmarks around the festival grounds, and more”.

The partership was announced today as part of the Snap Partner Summit, where the company claimed that its “Snap AR is already at scale”.

Snap also revealed a string of new stats for Snapchat, including that the app now reaches over “600 million monthly, and more than 330 million active users around the world”.

Additionally, Snapchat says that it now works with more than half a million partners, creators, and developers.

Over the past year, according to Snapchat, its users have shared content from its partners’ apps, like songs from Spotify or tweets from Twitter, over 6 billion times on Snapchat.

According to the Snap spokesperson, over the course of the company’s multi-year partnership with Live Nation, it will be “collaborating closely with artists to extend their creative canvas at concerts, and working with some of the biggest festivals in music”

Some of those events include Austin City Limits,  Reading and Leeds Festivals in the UK, Lollapalooza in both Chicago and Paris, plus The Governors Ball.

Electric Daisy Carnival will be the first to use Snaps’s augmented reality technology in May.

Snap’s spokesperson said: “This year’s annual Snap Partner Summit is focused on getting “Back to Reality” through augmented reality, and how Snap AR is already at scale. What was once a far off vision for computing overlaid on the world through AR is possible today through the Snap Camera.

“We’re continually supporting our partners with new tools and capabilities that allow them to reach our community and grow their own business, on and off Snapchat. And we are amazed by the incredible experiences they’re building.”

In November, Snapchat struck a deal with Sony Music Entertainment to include the major record company’s artists’ music in the app’s library of licensed music.

In March 2021, DistroKid teamed up with Snapchat to let its artists distribute their music to the social platform.Music Business Worldwide