MTV Expands Live Events Business With SnowGlobe Music Festival Acquisition

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SuperDuperKyle at the 2015 Snowglobe Music Festival

The company plans to add locations and dates around the world.

MTV said Monday that it has expanded its global live events business into the U.S. with the acquisition of SnowGlobe Music Festival, an outdoor New Year’s Eve music festival.

The annual, three-day event — which takes place Dec. 29-31 in South Lake Tahoe, Calif. — is attended by more than 20,000 fans each day who come to see 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 features a countdown party at midnight on New Year's Eve.

The 2018 lineup of the event, now in its eighth year, 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.

In collaboration with the SnowGlobe team, MTV 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," the network said

The move is part of MTV's effort to diversify beyond cable TV and signifies an expansion into live global events. SnowGlobe joins a portfolio of international events that includes the MTV EMAs, which are held in a new city each year; the MIAWs in Mexico and Brazil, and Isle of MTV in Malta.

"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."

Added SnowGlobe CEO Chad Donnelly: "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."

Terms of the deal were not disclosed. Tickets for the 2018 festival are already on sale.