# Snap Hosts First ‘Below the Ghost’ Reside Music Occasion

After saying its new musical efficiency sequence “Below the Ghost” final week, Snap has now hosted its first efficiency, with Child Cudi showcasing a variety of his newest tracks at Snap’s Santa Monica studio.

As you may see, Snapchat’s Below the Ghost musical occasions are actually carried out beneath a Snapchat ghost brand (Snapchat’s ghost brand is definitely referred to as “Ghostface Chillah” for added trivia factors), with a variety of massive identify artists set to grace the stage within the coming months.

And it gained’t simply be to carry out music.

As defined by Snap:

“This week, Child Cudi carried out a pre-release live performance for an intimate viewers of Snap Stars and superfans, the place he debuted “Neverland” plus extra unreleased music stay for the primary time. He additionally sat down with Snap’s Head of Music Technique, Manny Adler, to reply questions on his new music.”

So there’ll be an added fan engagement ingredient, which may assist to make Snap a much bigger focus for music followers.

Which has grow to be a key ingredient of social platform engagement, most notably on TikTok. TikTok is now a key supply for music discovery, and as such, each Snapchat and Instagram are additionally attempting to hyperlink into this ingredient, doubtlessly as a pathway to changing TikTok if it does find yourself being banned within the U.S.

Below the Ghost is one other step on this course, and Snap says that the sequence is much less about polished performances, and extra about connection and engagement: 

“Below the Ghost isn’t about polished perfection, however somewhat an unfiltered glimpse into the inventive course of. Image an artist, not on a grand stage, however within the intimate setting of a studio, sharing uncooked takes of latest music. It’s your digital backstage move, fostering a way of real connection that goes past the everyday artist-fan dynamic.”

It’ll additionally facilitate new promoting issues, with future reveals set to incorporate “distinctive sponsorship alternatives through full-funnel media packages, together with Sponsored Snaps, creator content material, Complete Takeover placements and extra.”

“This sequence provides advertisers a premium strategy to faucet into music, tradition, and group – all native to Snapchat and constructed to interact Gen Z and millennial audiences.”

That may very well be a worthy consideration, particularly if Snap does find yourself taking a few of the music engagement and curiosity from TikTok.

I imply, TikTok’s nonetheless going robust, with President Trump granting repeated extensions of its sell-off deadline. However possibly, at some stage, the U.S.-China commerce warfare will declare TikTok as a sufferer, which is able to pressure music followers to look elsewhere for engagement.

And Snap’s younger viewers would make it a first-rate goal on this respect.  

Snap says that followers can take a look at Below the Ghost on Snapchat by visiting  @TeamSnapchat, @SnapCreators, and for this iteration, Child Cudi’s Snapchat.