MTV has acquired the eight-year-old SnowGlobe Music Festival, the three-day New Year’s Eve music festival that takes place Dec. 29-31 in South Lake Tahoe, Calif. with more than 20,000 fans each day. This year’s event is being headlined by Above & Beyond, Diplo, Eric Prydz, Rezz and RL Grime and will also feature all-new art installations and the festival’s signature “Big Air” activation showcasing extreme winter sports. 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 statement. “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.”
SnowGlobe chief executive Chad Donnelly says “we’ve always endeavored to create an event experience that sets itself apart from the typical music festival model,” adding, “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.”
MTV will work with the SnowGlobe team to expand the brand 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 multi-platform programming while connecting with MTV’s iconic Times Square studio.
MTV’s international events include the MTV European Music Awards, the MIAWs in Mexico and Brazil and the Isle of MTV in Malta, with more live music events around the world than any other global youth media network.
SnowGlobe’s three-day festival passes are available now. Visit snowglobemusicfestival.com.