Snapchat Partners With MTV For VMA AR Lenses

For the Video Music Awards’ 39th anniversary on Tuesday, MTV is partnering with Snapchat to deliver new augmented reality (AR) lenses that allow users to vote for a specific music category. The entertainment brand will also utilize Snap’s Camera Kit to deliver AR-based effects during the award show.

Once the three finalists for Best New Artist are decided, Snap users will be able to use a special Lens to cast their vote by holding up one, two or three of their fingers. According to MTV, these votes will count toward the final tally.

While Snap has already provided AR experiences for other major events, including a plethora of music festivals via an expanded deal the company recently signed with Live Nation, it says the VMAs are the first awards show to integrate its Camera Kit, “which enables partners to bring Snap AR into their own applications, websites, and even physical locations.”



Viewers should expect custom VMA-themed Lenses to appear on artists, presenters, and winners during the VMA Backstage broadcast and digital live stream, the company stated in an email.

There will also be a custom AR Moonperson stationed backstage interacting with artists and presenters. In addition, fans will have the option to submit selfies prior to the awards that will be showcased on the Moonperson's suit, which will appear in the broadcast.

According to Snap, these Lenses will go live at 11 AM EST on Tuesday morning. The VMAs will begin at 8 PM.

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