MTV Acquires SnowGlobe Music Festival


MTV has expanded its global live events business in the U.S. with its recent acquisition of the SnowGlobe Music Festival.

The SnowGlobe Music Festival is a three-day New Year’s Eve event held December 29 to 31 in South Lake Tahoe, California. It hosts more than 20,000 revelers each day of the festival, which includes live-action sports and interactive art exhibitions in addition to a mix of musical performances. The 2018 SnowGlobe Music Festival lineup features headliners Above & Beyond, Diplo, Eric Prydz, Rezz and RL Grime.

MTV plans to collaborate with the SnowGlobe team to expand the music festival to additional dates and locations worldwide. SnowGlobe will also play a role in MTV’s reinvention of its New Year’s Eve coverage from its Times Square studio.

“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, the 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.”

Chad Donnelly, the CEO of SnowGlobe, added: “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.”