In 2022, Live Nation announced a multiyear partnership with Snap to bring the latest in augmented reality technology to live music shows across the world, including: Electric Daisy Carnival, Lollapalooza and Lil Nas X’s Long Live Montero tour. Arcadia (Snap’s brand studio) collaborated directly with festival producers and tour directors to build first-of-their-kind fan experiences rooted in functional utility and artistic expression. In doing so, Live Nation & Arcadia set a new standard for live music engagement. 

Experiences include:

• AR Compass – Interactive 3D map of festival grounds with wayfinder and real-time set data

• Friend FindAR – Privacy-first utility that enables people to find their friends at crowded events

• Creative Expressions – Tailored action sequences inspired by the musician to bring fans even closer to their artistic vision.

My Role: As GM of Arcadia, I led a multidisciplinary team that delivered beyond Live Nation’s high expectations. We approached each brief with a Brand Marketer’s mindset, grounding ourselves first in the Consumer Problem to Solve and Reasons to Believe that AR was the solution. As we identified consumer pain points (e.g., low connectivity, difficulty navigating in the dark), we developed custom tools that provided real value vs. performative novelty. In parallel, our Snap team crafted a high-impact Comms Plan that ensured fans, artists and press alike fully understood this unique story of innovation.