MTV is expanding its global live events business with the acquisition of the SnowGlobe Music Festival, the Viacom-owned network announced Monday. Terms of the deal were not disclosed.
The annual three-day, outdoor New Year’s Eve music festival runs Dec. 29-31 in South Lake Tahoe, California, with over 20,000 fans coming each day for a mix of musical performances, live action sports, interactive art exhibitions and a countdown party at midnight on New Year’s Eve.
MTV plans to expand the festival with additional dates and locations worldwide, and utilize the SnowGlobe team to launch other new events. The network is looking to SnowGlobe as a platform to “reinvent” its New Year’s Eve coverage, “serving as the centerpiece for multiplatform programming and connecting live with the action at MTV’s iconic Times Square studio.”
SnowGlobe has featured artists from Kendrick Lamar to Post Malone to Zedd. The lineup for 2018 includes: Above & Beyond, Diplo (pictured above), Eric Prydz, Rezz and RL Grime headlining, among more than 40 artists performing across three stages.
The festival joins MTV’s international events, including the globetrotting “MTV EMAs,” “MIAWs” in Mexico and Brazil, and “Isle of MTV” in Malta.
“With SnowGlobe, MTV is taking the natural next step in its resurgence by expanding deeper into live events, as we continue to reach our fans and capitalize on our strong brand in new ways,” said Chris McCarthy, President of MTV, VH1, CMT, and Logo. “In a festival space where many events have become indistinguishable, SnowGlobe stands out with a unique mix of music, sports, and art that makes it a favorite among artists and its growing audience.”
“With SnowGlobe, we’ve always endeavored to create an event experience that sets itself apart from the typical music festival model,” said Chad Donnelly, CEO of SnowGlobe, “We are incredibly excited to be joining the MTV family, whose legacy of developing boundary breaking programming and events perfectly aligns with our long-standing ambition of creative innovation.”