Snapchat on Wednesday unveiled a new partnership with Ticketmaster that will make staying updated on shows and inviting friends a little bit easier. The in-app Mini — a sort of micro-app inside the Snapchat app — functions a little bit like a dating service and can curate a selection of local shows tailored to individual users’ interests.Users are first asked to take a small survey, which allows the app to compile a list of artists and events they might like. They can then swipe right or left depending on if the show sparks an interest, and see if any of their Snapchat friends also liked the event. Snap Maps will also display upcoming concerts and events that are nearby.Snapchat’s popularity with the under-25 demographic gives it a unique advantage in the live music space. Snap Inc. had a recent boost in popularity, gaining 13 million new users in the last quarter of 2021. The platform has already gotten its feet wet in the music space, partnering with Universal Music Group last year to launch a music discovery tool. Snapchat rivals only TikTok as the Gen Z app of choice, but the latter has stood out with its ability to make both new and old songs go viral. Given that Snapchat’s strength lies in connecting people in more intimate networks, a tool that matches users to shows and allows them to invite friends makes more sense.

Snapchat on Wednesday unveiled a new partnership with Ticketmaster that will make staying updated on shows and inviting friends a little bit easier. The in-app Mini — a sort of micro-app inside the Snapchat app — functions a little bit like a dating service and can curate a selection of local shows tailored to individual users’ interests.

Users are first asked to take a small survey, which allows the app to compile a list of artists and events they might like. They can then swipe right or left depending on if the show sparks an interest, and see if any of their Snapchat friends also liked the event. Snap Maps will also display upcoming concerts and events that are nearby.

Snapchat’s popularity with the under-25 demographic gives it a unique advantage in the live music space. Snap Inc. had a recent boost in popularity, gaining 13 million new users in the last quarter of 2021. The platform has already gotten its feet wet in the music space, partnering with Universal Music Group last year to launch a music discovery tool. Snapchat rivals only TikTok as the Gen Z app of choice, but the latter has stood out with its ability to make both new and old songs go viral. Given that Snapchat’s strength lies in connecting people in more intimate networks, a tool that matches users to shows and allows them to invite friends makes more sense.

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