On November 12, 2018, MTV expanded its global live events business into the United States. The company acquired SnowGlobe Music Festival. SnowGlobe is one of the nation’s premier outdoor New Year’s Eve music festivals. The annual, three-day event takes place December 29-31 in South Lake Tahoe, California. The event 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. The highlight of the event is the iconic countdown party at midnight on New Year’s Eve.
Terms of the deal were not disclosed.
Now in its eighth year, the 2018 lineup includes Above & Beyond, Diplo, Eric Prydz, Rezz, and RL Grime. More than 40 artists will perform across three stages. SnowGlobe will also feature all-new art installations. Lastly, the festival will feature “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. To accomplish this, they will leverage their team to launch other new events as well. SnowGlobe will also be a platform for MTV to reinvent its New Year’s Eve coverage. In fact, it will serve as the centerpiece for multiplatform programming and connect live with the action at MTV’s iconic Times Square studio. SnowGlobe, therefore, joins MTV’s extensive portfolio of international events, which attract more than half-million attendees each year. MTV hosts more on-the-ground, live music events around the world than any other global youth media network.
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 SnowGlobe Music Festival
SnowGlobe has been around for eight years. The festival is one of the largest outdoor NYE music festivals in the United States. The festival takes place in South Lake Tahoe in the heart of California’s Sierra Nevada Mountains. The outdoor winter festival features an array of world-class artists performing on multiple stages over three nights. Furthermore, the event features 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. SnowGlobe is a winter getaway for music fans and adventure-seekers alike.
MTV is the leading global youth media brand. In fact, the company operates in 180 countries and reaches 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.
MTV facts and figures
The move is MTV’s latest step to build on its success and expand and diversify beyond cable television. MTV currently leads all cable networks in rating growth. The company also experienced it’s longest growth streak, lasting 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.
Chris McCarthy, President of MTV, VH1, CMT, and Logo made the following statement:
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. 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.
Chad Donnelly, CEO of SnowGlobe also made a statement on the deal:
With SnowGlobe, we’ve always endeavored to create an event experience that sets itself apart from the typical music festival model. 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.