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Snap has struck a multiyear partnership with Live Nation to provide exclusive AR experiences at 16 of the promoter’s biggest festivals.

Fans will be able to open the Snapchat Camera at select concerts for AR moments built into the show, using the mechanism to try on merch, find friends, discover exclusive landmarks around the festival grounds and more. For artists, the AR will extend their creative canvas into the crowd.

Electric Daisy Carnival beta-tested the technology, which has been in use for eight years. EDC will officially debut the AR in May.

Other festivals using Snap AR include Austin City Limits, Bonnaroo, The Governors Ball, Lollapalooza in Chicago and Paris, the U.K.’s Leeds and Reading and the three U.K. editions of the Wireless Festival.

Snap will expand its AR offerings via exclusive deals with individual artists in the near future.

We've experienced augmented reality at numerous festivals, but it never involved an app.