Snapchat Teams Up With MTV to Allow Users to Vote for VMAs via Lenses

MTV has partnered with Snapchat to allow users to vote for a Video Music Awards (VMAs) category through the platform's augmented reality (AR) Lenses.

MTV Partners With Snapchat

According to TechCrunch, this collaboration integrates Snap's Camera Kit into the award show, bringing interactive AR experiences to the forefront.

Once the final three contenders for Best New Artist are determined, users can employ a specially designed Lens, crafted by Saucealitos, to indicate their choice by signaling with one, two, or three fingers.

While these votes will contribute to the final count, it remains uncertain how much impact Snapchat users will have on the overall results. During the POV VMA livestream, MTV revealed that an AR Moonperson would appear alongside fan-submitted selfies.

Traditionally, the network had relied on a conventional method of collecting selfies through a pre-event form. Furthermore, individuals have the opportunity to experiment with an AR Moonperson effect, projecting it into their surroundings.

TechCrunch reported that by selecting a selfie from their camera roll, they could witness the Moonperson floating with their face reflected in the visor. These interactive Lenses are set to go live at 11 a.m. ET on September 12, several hours before the VMA commences at 8 p.m. ET.

In 2022, the VMAs garnered an impressive 40.1 million interactions across various social media platforms like Facebook, Instagram, Twitter, and YouTube. It is worth noting that Snapchat was notably absent from this list.

Nevertheless, MTV recognizes Snapchat's suitability for its target demographic of 13- to 24-year-olds. Last year, Snapchat included the VMAs on its Stories page. However, this collaboration with MTV marks their first official venture together.

It also marks the inaugural partnership for an award show utilizing the Camera Kit. Previously, Snapchat joined forces with a range of music festivals, artists on tour, and sports events to introduce AR experiences to fans.

In July, Drake harnessed Snapchat's crying filter to project fans onto a large screen, resulting in a distinct visual display. Similarly, the LA Rams football team applied comparable technology in the stadium, featuring fans on the screen.

In 2022, Snapchat partnered with Live Nation to introduce AR experiences, including a 3D venue map, aiding concert-goers in navigation. By April, this collaboration had expanded to integrate AR experiences into 16 music festivals.

Snapchat's Dreams

In related news, Snapchat has introduced a new feature called "Dreams." This addition propels the popular messaging app into the domain of AI-generated selfies following the launch of the My AI chatbot earlier this year.

Accessible in Snapchat's camera roll Memories, Dreams taps into the trend of generative AI selfie features seen in applications like Lensa. Through Dreams, users can elevate their selfies with cutting-edge AI technology, transforming them into imaginative avatars.

The process is straightforward: Users must submit a series of authentic selfies, which serve as the foundation for crafting these whimsical avatars. Snapchat's generative AI model then generates a range of eight-photo packs for users to choose from, each themed differently, from back-to-school vibes to uncanny lookalikes.