The social media and augmented reality innovator, Snapchat, has inked a new multi-year partnership with Live Nation, the leading global entertainment company. The two entities aim to jointly ‘elevate performances beyond stages and screens’ using custom-built, immersive augmented reality features developed by Snap’s creative studio Arcadia.

For instance, the attendees could use the Snapchat Camera to access AR experiences at select concerts to have a more engaging experience. According to Snap, fans could use AR to try on merchandise, locate their friends, explore landmarks around the festival grounds, and more.

The company announced the partnership at the Snap Partner Summit. The company also revealed that Snapchat had reached over 600 million monthly active users and over 330 million daily active users globally.

Snap now has more than half a million partners, creators, and developers engaging with its platform. Over the past year, Snapchat users have shared more than 6 billion posts or other content from its partners’ apps, like songs from Spotify or tweets from Twitter.

Over its multi-year partnership with Live Nation, the company plans to collaborate with artists to enable them to extend their creative canvas at concerts and work with some of the biggest music festivals, such as Austin City Limits, Reading and Leeds Festivals in the UK, Lollapalooza in both Chicago and Paris, and The Governors Ball.

The first one to deploy Snap’s augmented reality technology will be the Electric Daisy Carnival in May.

“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,” said a company spokesperson.

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