Snapchat’s new musical series, Under the Ghost, kicked off with a performance by Kid Cudi at Snap’s Santa Monica studio. The series, which features live performances under Snapchat’s iconic ghost logo (known as “Ghostface Chillah”), is designed to offer an intimate experience for fans, focusing on fan engagement rather than polished performances.
Kid Cudi performed unreleased tracks, including “Neverland,” for an exclusive audience of Snap Stars and superfans. In addition to the performance, he participated in a Q&A with Snap’s Head of Music Strategy, Manny Adler, discussing his new music.
Snap’s Under the Ghost is more about an unfiltered look at the creative process than traditional performances. The series aims to create genuine connections with fans by offering a digital backstage pass, offering a fresh take on artist-fan interactions.
This move reflects Snap’s ongoing efforts to compete with platforms like TikTok, which has become a key source for music discovery. Snap plans to include unique advertising opportunities, providing brands with a way to engage with Gen Z and millennial audiences through native Snapchat content.
With Under the Ghost, Snap is positioning itself as a hub for music culture and community, hoping to tap into the music engagement TikTok currently dominates.
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