MTV Expands Live Events Business in U.S. with Acquisition of SnowGlobe Music Festival
November 12 2018 - 10:13AM
Business Wire
Youth Media Brand Grows Thriving Global
Events Business,Will Broaden Nation’s Premier Winter
Festival to New Locations Worldwide
Logo: Here
MTV today expanded its global live events business into the U.S.
with the acquisition of SnowGlobe Music Festival, the
nation’s premier outdoor New Year’s Eve music festival. The
annual, three-day event takes place December 29-31 in South Lake
Tahoe, California and welcomes more than 20,000 fans each day with
a mix of musical performances, live action sports, and interactive
art exhibitions. Artists from Kendrick Lamar to Post Malone to Zedd
and many more have performed at SnowGlobe, which is highlighted by
its iconic countdown party at midnight on New Year’s Eve. Terms of
the deal were not disclosed.
“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.”
Now in its eighth year, the 2018 lineup includes Above &
Beyond, Diplo, Eric Prydz, Rezz and RL Grime headlining among more
than 40 artists performing across three stages. SnowGlobe will also
feature all-new art installations and the festival’s signature “Big
Air” activation showcasing extreme winter sports
demonstrations.
MTV, in collaboration with the SnowGlobe team, plans to expand
SnowGlobe to additional dates and locations worldwide and leverage
its team to launch other new events as well. SnowGlobe will also be
a platform for MTV 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
joins MTV’s extensive portfolio of international events, which
attract more than half a million attendees each year. From
the “MTV EMAs” which travel to a new city each year to
the “MIAWs” in Mexico and Brazil or “Isle of
MTV” in Malta, MTV hosts more on-the-ground, live music events
around the world than any other global youth media network.
The move is MTV’s latest step to build on its success and expand
and diversify beyond cable TV. MTV currently leads all cable
networks in ratings growth, driving its longest streak of growth in
seven years. In June, MTV launched MTV Studios, which develops
original series for SVOD and premium partners and recently
announced a global reimagination of MTV’s Real World for
Facebook Watch. The new MTV Digital Studios is generating strong
growth across platforms, doubling video streams in 2018 to date and
growing to more than 350 million social media followers.
SnowGlobe’s three-day festival passes are available now.
SnowGlobe has featured acts including Childish Gambino, Tiesto,
Disclosure, Flume, Snoop Dogg, Major Lazer, Post Malone, Odesza,
The Chainsmokers, G-Eazy, Wiz Khalifa, Kaskade, Phantogram and many
more. Last year’s event featured performances by Travis Scott,
Khalid, Zedd and Dillon Francis, among others.
ABOUT MTV
MTV is the leading global youth media brand in 180 countries,
reaching 450 million households in nearly 30 different languages
across every platform. A unit of Viacom Inc. (NASDAQ: VIAB, VIA),
MTV operations span cable and mobile networks, live events,
theatrical films and MTV Studios.
ABOUT SNOWGLOBE MUSIC
FESTIVAL
Now entering its eighth year, acclaimed music and mountain
festival SnowGlobe is the largest outdoor NYE music festival in the
nation. Hosted in South Lake Tahoe in the heart of California’s
breathtaking Sierra Nevada Mountains, the unique outdoor winter
festival features an array world-class artists performing on
multiple stages over three nights, plus dynamic fireworks displays,
live “Big Air” snowboard and skiing demos adjacent to the Main
Stage, 13,000 square feet of heated enclosed spaces to stay cozy,
interactive art installations and more. With almost 9,000 acres of
nearby skiing and snowboarding terrain available to SnowGlobe
patrons, and close proximity to the casinos of Stateline, NV,
SnowGlobe delivers the ultimate New Year’s destination festival
experience. Combining the world's best live music with the world's
best snow conditions, SnowGlobe is a winter getaway for music fans
and adventure-seekers alike. http://snowglobemusicfestival.com/
View source
version on businesswire.com: https://www.businesswire.com/news/home/20181112005493/en/
MTV:Chris Delhomme, chris.delhomme@viacom.comJoyia
Sandoval, joyia.sandoval@viacom.comCharli Wood,
charli.wood@viacom.comSnowGlobe:Alexandra Dunne,
alexandra@liveloudmedia.comCarrie Lombardi,
carrie@liveloudmedia.com
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