Introduction to Under the Ghost
Kid Cudi recently took to the stage at the Santa Monica Studio of Snapchat to perform his brand new single "Neverland". This exclusive performance will be available for users of the app to view next week. As the first artist to be featured in Snapchat’s new music performance series, Under the Ghost, Kid Cudi is setting the tone for a unique and unfiltered experience that brings artists and fans closer together.
The Concept of Under the Ghost
Under the Ghost is designed to provide an intimate and authentic look into the creative process of artists. According to Snapchat, the series is "about an unfiltered insight into the creative process" rather than polished perfection. This approach allows artists to connect with their fans on a deeper level, sharing their stories and music in a more personal way.
Kid Cudi’s Performance
Kid Cudi expressed his excitement about performing "Neverland" for the first time, stating that it marks a new chapter in his sound and story. He feels that partnering with Snapchat to share this moment with his fans is special, as it allows him to connect with them directly. The performance, which took place in front of nearly 200 superfans and Snapchat creators, included two unreleased songs, "Neverland" and "Grave", both of which are set to be released this summer.
Availability and Upcoming Releases
Snapchat users can catch Kid Cudi’s Under the Ghost performance next week by following @Teamsnapchat, @SnapCreators, and Kid Cudi’s Snapchat account. "Neverland" was released worldwide on May 9th, and an upcoming short film of the same name, directed by Ti West and produced by Jordan Peele’s Monkeypaw Productions, is set to premiere at the Tribeca Festival in June.
Future of Under the Ghost
For Snapchat, the Under the Ghost series represents a new effort to collaborate with artists and promote music on the platform. According to Manny Adler, Snap’s Head of Music Strategy, the company plans to organize Under the Ghost performances about once a month. While Kid Cudi’s performance did not include sponsorship, future shows may offer opportunities for brands to reach the audience through sponsored content and other partnerships.
Artist Selection and Genre Diversity
Adler noted that Snapchat will tend to book artists based on their popularity among the user base, which now exceeds 900 million active users. The platform is not genre-specific, and upcoming performances could feature a wide range of artists, from pop and rock to hip-hop and classical music. The key factor is the artist’s desire to connect directly and authentically with their fans.
