Snapchat Steps into the Live Music Scene
If you’re used to super-edited music content online, Snapchat just flipped the script. They've launched Under the Ghost, a performance series that's all about stripping away the glitz and getting straight to the heart of music creation. No elaborate stage setups—just raw, up-close looks at artists making and performing their music in the studio. And guess who they picked to lead off? Kid Cudi, who’s never been shy about sharing his journey with fans.
The first episode brought superfans and verified creators, known on the app as Snap Stars, into the audience for a special pre-release show. Kid Cudi played his fresh single, ‘Neverland’, a song that’s got his stamp all over it but also reflects a shift in his sound. He didn’t stop there, mixing in some unreleased tracks, giving everyone in the room—and now everyone on Snapchat—a sneak peek at what’s next in his career.
Intimate Performances and Honest Conversations
What sets this series apart isn’t just the music. Right after his set, Cudi sat down with Manny Adler, Snapchat’s Head of Music Strategy, for a talk about what’s driving his new work. No smoke and mirrors, just honest chat about inspiration and what goes into making music these days. There’s none of that polished interview vibe—just two people geeking out about creative process in front of a crowd who cares.
‘Neverland’ itself is interesting for another reason: Cudi co-wrote it with Justin Tranter, a Grammy winner known for helping shape pop’s biggest hits. The song hints at a new direction for Kid Cudi, both musically and personally, setting up a run of new releases that fans will be following closely.
Snap says this series isn’t a one-off. They’ve quietly expanded their partnerships with music labels, making it easier to host live shows and exclusive experiences for Snapchat users. If you’re curious, you can catch these sessions on @TeamSnapchat and @SnapCreators profiles, along with special access on the artists’ own accounts. Kid Cudi’s performance is ready to replay if you missed the live moment.
With Under the Ghost, Snapchat is betting that fans care less about flashy edits and more about feeling like they’re right there in the room with the artists. It’s part concert, part conversation, and designed to break down the walls between musicians and the people who listen, swipe, and share their work every day.