Snapchat premiered its new live music series with a performance and interview from Kid Cudi.

Shortly after announcing its new ‘Under the Ghost’ live music series, Snapchat hosted the first instalment with a live studio performance from Kid Cudi. The event took place in Snap’s Santa Monica studio, with the performance taking place literally underneath the Snapchat ghost logo.

Snapchat explains that ‘Under the Ghost’ will bring unique music performances along with conversational elements to fans. The series “isn’t about polished perfection, but rather an unfiltered glimpse into the creative process.” Users can watch the events by heading to @TeamSnapchat and @SnapCreators. Kid Cudi’s instalment is also available on his Snapchat profile as well.

“Under the Ghost isn’t 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’s your digital backstage pass, fostering a sense of genuine connection that goes beyond the typical artist-fan dynamic.”

Snapchat

Kid Cudi performed a pre-release concert where he debuted his latest single, “Neverland” to “Snap stars (verified Snapchat creators) and superfans”, along with other unreleased music. Following the concert, the American rapper sat down for a conversation with Snap’s Head of Music Strategy, Manny Adler, where he discussed and answered questions about his new music.

Snapchat puts ‘Under the Ghost’ forward as an opportunity for artists to connect and engage directly with fans. Equally, it’s a chance for brands to gain exposure through strategic sponsorships “via full-funnel media packages, including Sponsored Snaps, creator content, Total Takeover placements and more.”

While Snapchat’s new live music event offers artists direct fan engagement, and presents commercial opportunities to brands, what does Snap get out of it?

As SocialMediaToday points out, ‘Under the Ghost’ 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, 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.

The launching of ‘Under the Ghost’ comes very shortly after Snapchat renewed its global music publishing deal with NMPA, making it a more artist-friendly platform.

With more well-known artists expected to take part in future episodes, ‘Under the Ghost’ 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.

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