MTV Acquires SnowGlobe Music Festival

– SnowGlobe Music Festival 2018 Lineup Poster

Things are shaking up at SnowGlobe Music Festival with today’s announcement that MTV has acquired the South Lake Tahoe, Calif., event and has plans to expand the EDM fest to additional dates and locations worldwide. Terms of the deal were not disclosed. 

The eighth annual SnowGlobe takes place Dec. 29-31 at South Lake Tahoe’s Community Play Fields, headlined by Above & Beyond, Diplo, Eric Prydz, Rezz and RL Grime. Along with performances from more than 40 artists on three stages, SnowGlobe also features interactive art installations and the festival’s signature “Big Air” activation showcasing extreme winter sports demonstrations. Highlights at the fest include its impressive fireworks displays; 13,000 square feet of heated enclosed spaces; almost 9,000 acres of nearby skiing and snowboarding terrain available to SnowGlobe patrons; and its proximity to the casinos in Stateline, Nev. 

“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.”

SnowGlobe CEO Chad Donnelly 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.”

SnowGlobe wouldn’t be complete without its signature New Year’s Eve countdown party. Today’s announcement notes that MTV will use the festival as a platform to reinvent its NYE coverage, including connecting live at its iconic Times Square studio. 

MTV’s purchase of SnowGlobe continues its expansion beyond cable TV. The media brand’s portfolio of international events includes the MTV EMAs, which travel to a new city each year, the MIAWs in Mexico and Brazil, and Isle of MTV in Malta. Earlier this year the company launched MTV Studios and the new MTV Digital Studios has doubled its video streams in 2018 to date and grown to more than 350 million social media followers. 

SnowGlobe’s three-day festival passes are available now and single day passes go on sale today.

Today’s announcement notes that the festival welcomes more than 20,000 fans each day to the event. The festival has grown since its debut in 2011, which sold a total of 28,995 tickets over three days and grossed $1.5 million, according to a report submitted to Pollstar’s Boxoffice. 

Last year’s event featured performances by Travis Scott, Khalid, Zedd and Dillon Francis, among others.