Snowglobe was purchased by a force we’re surprised hasn’t done more in the past: MTV. The company acquired the yearly Tahoe festival this week in order to acquaint itself with festival culture.
“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.”
This year’s lineup includes headliners Above & Beyond, Diplo, Eric Prydz, Rezz and RL Grime, plus Big Gigantic, NGHTMRE b2b Slander, 1788-L, Ekali, Baauer, Anna Lunoe and so many more. Over 40 artists will take the stage over December 29 – 31 at one of the season’s premier events. While MTV has hosted several awards shows and some music events, this is the first time they’ve ever taken on a multi-day, multi-stage event. We’re incredibly interested to see how this new acquisition enhances the festival itself.