The same year, at Atlanta’s Music Midtown festival, Live Nation offered a second AR experience, this time through the festival’s own app, and a similar issue arose. The only problem? Such experiential enhancements could only be accessed through a pre-installed app fans had to download - which served no purpose after that show. “I was standing there like, ‘Only the people here get this,’ and I like that,” says Chernett. The dance act had partnered with Verizon to offer AR experiences such as live filters and photo opportunities. Kevin Chernett, Live Nation’s executive vp of global content partnerships and innovation, recalls his “aha” moment with bringing AR to live music in 2019 during a concert with The Chainsmokers. Its new, multiyear partnership with concert giant Live Nation, the parent company of Lollapalooza promoter C3 Presents, will surely help. Now, as startups and tech giants alike are increasingly using AR, Snap wants to position itself as the company best suited to bring it to concerts. Since 2013, when Snapchat debuted Lenses - which let users apply AR filters over photos and videos - the company has developed AR technology for both utility and entertainment. Technology showing things on a screen that aren’t there in real life is augmented reality, an area of innovation that Snapchat and its parent company, Snap Inc., have quietly dominated for years. Snap Partners with Live Nation to Bring AR Experiences to Festivals
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