MTV is expanding its live music business with a pretty surprising move by buying Snowglobe Music Festival. Financial terms of the deal are not being disclosed according to a Snowglobe rep, but MTV did buy the festival outright.
Snowglobe is an annual three-day music festival that takes place from December 29-31 in South Lake Tahoe, California. It combines the local attractions of skiing, snowboarding and other winter sports with an outdoor music festival with some big names each year. Above & Beyond, REZZ, RL Grime, Eryc Prydz, Diplo, Gorgon City, Big Gigantic and Sofi Tukker will headline in 2018. Other names on the bill include Manila Killa going b2b with Chet Porter, Medasin and Justin Jay.
“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 in a statement. “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.”
This shows MTV’s ambition to move further into the live music space. We will see if Snowglobe attendees care about MTV and its move into the future towards social and cable TV, but live events continues to be a profitable place in music.
The Snowglobe team will remain the same and they will work alongside MTV/Viacom going forward.