Snapchat Under the Ghost Offers New Ways for Brands to Connect with Fans

Snapchat has launched Under the Ghost, a new music performance series filmed at its Santa Monica studio, designed to give fans a raw, behind-the-scenes look at artists and their creative process. Rather than polished, big productions, the series offers an intimate “digital backstage pass” that connects artists and fans in a more authentic way.

The first event featured Kid Cudi performing new, unreleased music and joining a Q&A with Snap’s Head of Music Strategy. But the bigger picture is Snapchat’s aim to build a space where music, culture, and community come together—especially appealing to Gen Z and millennials who value authenticity.

Under the Ghost represents a new approach to advertising. Snapchat offers formats like Sponsored Snaps, creator collaborations, and Total Takeover ads, which let marketers integrate their messages into authentic, music-driven content. This allows brands to engage younger audiences more naturally, in ways that feel less like traditional advertising and more like part of the experience.

While Snapchat hasn’t specified when—or if—Under the Ghost will officially launch in markets outside the U.S., the concept signals broader opportunities for brands to partner with emerging music content on digital platforms. Advertisers can look to this model as a blueprint for creating campaigns that blend entertainment and marketing in a way that resonates with younger consumers.

In a fast-changing media environment, Under the Ghost highlights the potential of combining exclusive cultural content with innovative advertising strategies. It offers a glimpse into how brands can build deeper connections through authentic storytelling and immersive fan experiences, wherever those opportunities may become available.

Sources: Snapchat, Social Media Today