Snap has launched Under The Ghost, a new music performance series that will air within its Snapchat app.
Hosted in its Santa Monica studio, the series will take place in the “intimate setting of a studio” (yes, under Snapchat’s ghost logo), and will feature artists “sharing raw takes of new music” while also being interviewed.
The series comes off the back of Snap renewing its global licensing deals with several music publishers, suggesting that Snap is doubling down on pushing music content in its ecosystem.
The first artist taking part in Under The Ghost is Kid Cudi, who will play his new single ‘Neverland’ plus a number of unreleased songs for an audience made up of ‘Snap Stars’ (verified Snapchat creators) and superfans.
He’ll then sit down with Snap’s Head of Music Strategy, Manny Adler, to answer questions about his new music.
We’ve seen more artists get creative with their pre-release strategies — and the combination of conversation and performance seems like a smart way for personality-first artists to connect with Snapchat’s Gen-Z audience.
You’ll be able to catch Under The Ghost on Snapchat at @TeamSnapchat, @SnapCreators, and for this iteration, Kid Cudi’s Snapchat profile too.
