• by Colin Kirkland , May 12, 2025

Days after announcing “Under the Ghost” at NewFronts, Snapchat kicked off the live music series with a set by rapper Kid Cudi, who performed his soon-to-be-released single, “Neverland” and more unreleased music for a small crowd of Snap’s most viral creators, as well as what the company calls “superfans.”

According to Snapchat, the Under the Ghost sessions are designed as intimate in-person shows that simultaneously translate to a “digital backstage pass” for Snapchatters watching clips and coverage of the show on the app. Artists can use the opportunity to promote a new release, a tour, or to simply appeal to new Gen Z and Millennial audiences on Snap. 

Furthermore, advertisers are invited to sponsor individual Under the Ghost shows via full-funnel media packages, including Sponsored Snaps, creator content, Total Takeover placements and more. These advertising options will be present in future shows, Snap says.

Kid Cudi’s performance at Snap’s Santa Monica offices included an interview as well. Cudi sat down with Snap’s Head of Music Strategy, Manny Adler, to share insights about his new songs and an upcoming short film, also titled “Neverland,” directed by filmmaker Ti West and produced by Jordan Peele’s Monkeypaw Productions. 

Overall, Under the Ghost is Snap’s answer to becoming an alternative home to the rise of music-related content and artist discovery opportunities on TikTok, a platform currently under threat from the U.S. government if its parent company ByteDance doesn’t reach a sell-off deal. 

Snapchat’s live studio sessions also provide new incentives for the platform’s most celebrated and successful creators to push out more native content, while giving brands the chance to tap into and capitalize on culturally relevant moments.