Music festivals are quite a draw for audiences during the summer season, and they seem to be an ideal opportunity for brands to step in for sponsorship, so that’s exactly what Snapchat is doing.

The popular social app has announced that it has signed a multi-year deal with AEG, a company that’s behind some of the biggest music festivals in the  world. As a result, it will create exclusive content during these events what will engage with its robust community.

Snapchat has already confirmed its presence at a number of events taking place this summer, including the FYF Fest, the Hangout Music Festival, Panorama, the Stagecoach Country Music Festival and the New Orleans Jazz & Heritage Festival. Through these festivals, Snapchat is reaching out to fans across a variety of music genres.

The app will engage users, encouraging them to share photos and videos that showcase what the music events are about, along with the experience of “being there,” whether it’s with a must-see live performance or simply having a good time with friends. Snapchat’s curators will play a part in putting together the “best of” clips from each of these events, turning it around to share with the community as a whole. The goal is to compile them in the Live Stories section of the app, where millions of users can see what’s happening and get excited for future music events.

The deal is beneficial to both the music festival producers and Snapchat alike. Not only does it generate interest in the events themselves, but also engages the app’s audience. Producers benefit from the exposure of said events, using the extra revenue to book more worthwhile acts and keep fans coming back for more. Other brands are also benefitting, as Snapchat confirmed that it sold out of advertising spots before they were even announced as being available.

Considering that a number of brands are already attached, and the deal could bring in a tremendous amount of attention and profitability for all parties involved.

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