Snapchat Launches ‘Under the Ghost’ Concert Series: Kid Cudi’s Exclusive Premiere and Engagement Strategy
Snapchat Launches 'Under the Ghost' Concert Series with Kid Cudi Premiere
Innovative Platform Evolution
Snapchat has kicked off its innovative music performance series "Under the Ghost" with hip-hop artist Kid Cudi debuting unreleased tracks at their Santa Monica studio. The May 11, 2025 event marks Snapchat's strategic advancement in social media engagement and music discovery.
The launch represents Snapchat's strategic move to capture music-focused Gen Z and millennial audiences, potentially positioning itself as an alternative if rival TikTok faces restrictions in the U.S. market due to ongoing regulatory concerns.
Artist-Fan Connection Reimagined
The series, performed literally underneath Snapchat's iconic "Ghostface Chillah" logo, aims to create an intimate atmosphere unlike traditional concert venues. Kid Cudi's performance featured the premiere of his new song "Neverland" along with other unreleased material, followed by a Q&A session with Snap's Head of Music Strategy, Manny Adler.
"Under the Ghost isn't about polished perfection, but rather an unfiltered glimpse into the creative process," Snap explained in their announcement. The format provides fans with what the company calls a "digital backstage pass" to see artists in a more authentic studio setting.
Revenue Opportunities and Market Position
The new concert series opens up several revenue streams for Snapchat:
- Full-funnel media packages for advertisers
- Sponsored Snaps integration
- Creator content opportunities
- Total Takeover placement options
Advertisers can leverage these premium opportunities to connect with Snapchat's young user base through music and culture-focused content. The platform has positioned itself to potentially benefit if TikTok faces additional regulatory challenges, though TikTok currently maintains its operations under continued extensions from the U.S. government.
Enhanced Engagement Options
Users can access Under the Ghost content through multiple Snapchat channels including @TeamSnapchat and @SnapCreators. Future performances will feature additional major artists, offering new opportunities for fan engagement. Businesses can explore advertising partnerships to reach music-focused younger demographics.
The launch of Under the Ghost demonstrates Snapchat's commitment to innovating in the social media music space while creating new opportunities for both artists and advertisers to connect with its substantial Gen Z and millennial user base.
