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Shortly after announcing its new \u2018Under the Ghost\u2019 live music series, Snapchat hosted the first instalment with a live studio performance from Kid Cudi. The event took place in Snap\u2019s Santa Monica studio, with the performance taking place literally underneath the Snapchat ghost logo.<\/p>\n
Snapchat explains that \u2018Under the Ghost\u2019 will bring unique music performances along with conversational elements to fans. The series \u201cisn\u2019t about polished perfection, but rather an unfiltered glimpse into the creative process.\u201d Users can watch the events by heading to @TeamSnapchat<\/a> and\u00a0@SnapCreators<\/a>. Kid Cudi\u2019s instalment is also available on his Snapchat profile<\/a> as well.<\/p>\n \u201cUnder the Ghost isn\u2019t about polished perfection, but rather an unfiltered glimpse into the creative process. Picture an artist, not on a grand stage, but in the intimate setting of a studio, sharing raw takes of new music. It\u2019s your digital backstage pass, fostering a sense of genuine connection that goes beyond the typical artist-fan dynamic.\u201d<\/em><\/strong><\/p>\n Snapchat<\/cite><\/p><\/blockquote>\n Kid Cudi performed a pre-release concert where he debuted his latest single, \u201cNeverland\u201d to \u201cSnap stars (verified Snapchat creators) and superfans\u201d, along with other unreleased music. Following the concert, the American rapper sat down for a conversation with Snap\u2019s Head of Music Strategy, Manny Adler, where he discussed and answered questions about his new music. <\/p>\n Snapchat puts \u2018Under the Ghost\u2019 forward as an opportunity for artists to connect and engage directly with fans. Equally, it\u2019s a chance for brands to gain exposure through strategic sponsorships \u201cvia full-funnel media packages, including Sponsored Snaps, creator content, Total Takeover placements and more.\u201d <\/p>\n While Snapchat\u2019s new live music event offers artists direct fan engagement, and presents commercial opportunities to brands, what does Snap get out of it?<\/p>\n As SocialMediaToday<\/a> points out, \u2018Under the Ghost\u2019 could help Snapchat to become more of a focus for music fans. Music and social media go hand in hand, with TikTok proving the cultural relevance of social media in the music industry. Last year, TikTok solidified itself as a top music discovery platform<\/a>, and it seems Snapchat is vying to compete. This strategy could also position Snapchat as a potential alternative if TikTok faces further restrictions in the US.<\/p>\n The launching of \u2018Under the Ghost\u2019 comes very shortly after Snapchat renewed its global music publishing deal<\/a> with NMPA, making it a more artist-friendly platform.<\/p>\n With more well-known artists expected to take part in future episodes, \u2018Under the Ghost\u2019 could become a regular destination for music fans on Snapchat. Additionally, it could be an effective way for brands and creators to connect with Gen Z audiences in a more creative, informal setting.<\/p>\n\n
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