MTV just announced that it’s expanding its global live events business into the U.S. with the takeover of Lake Tahoe’s annual SnowGlobe Music Festival, one of the hottest (coldest) destination festivals to set your watch to if you’re looking for a solid New Year’s Eve.
The annual, three-day event takes place December 29-31 in South Lake Tahoe, California and welcomes more than 20,000 fans each day with 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 is highlighted by its iconic countdown party at midnight on New Year’s Eve. Terms of the deal were not disclosed.
MTV, in collaboration with the SnowGlobe team, 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.