Snapchat adds music to its creative tools

Snapchat has added music from Warner Music Group, Warner Chappell, Universal Music Publishing Group, NMPA publisher members, Merlin and more as a creative tool for users to customise their messages.

The announcement:

The youth platform has confirmed it’s in the early stages of testing new ways to bring music into Snaps as another creative tool for Snapchatters to express themselves with their friends.

Snapchat is working with music industry partners, including Warner Music Group, Warner Chappell, Universal Music Publishing Group, NMPA publisher members, Merlin and more on an extensive catalogue.

In the coming months, Snapchatters will be able to add music to their Snaps (pre or post capture) from a robust and curated catalogue of music. The new feature will offer users a new way to discover music from emerging and established artists.

A Snap spokesperson said: “We’re constantly building on our relationships within the music industry, and making sure the entire music ecosystem (artists, labels, songwriters, publishers and streaming services) are seeing value in our partnerships.”

“We’re always looking for new ways to give Snapchatters creative tools to express themselves. Music is a new dimension they can add to their Snaps that helps capture feelings and moments they want to share with their real friends.”

When Snapchatters receive a Snap with music they will be able to swipe up to view the album art, song title, and name of the artist. A “Play This Song” link will open a webview to Linkfire so users can listen to the full song on their favorite streaming platform (like Spotify, Apple Music, and SoundCloud).

In Australia, Snapchat reaches 85% of 13-24-year-olds, 90% 18-24-year-olds, and 60% of 13-34-year-olds. Snapchat is designed to be a communication tool for close friends, and there is tremendous value in friend-to-friend music recommendations. Snapchatters will be able to form an even deeper connection to the artists and songs they love, both on and off platform.

“We’re excited to be the first major partnering with Snap on this new feature. Both Warner Music and Snap have long track records of embracing innovation and experimentation, and working closely together, our goal is to enable cutting edge social tools to bring our artists’ music to Snap’s highly engaged user base.” – Oana Ruxandra, Chief Digital Officer and EVP, Business Development, Warner Music Group

“We are pleased to partner with Snap to ensure great music can be used on its new service. Our agreement will bring an important new revenue stream to publishers and songwriters and improve the overall quality of the app for users. Snap is doing it the right way – licensing the music it needs before launching to the public.” – NMPA President & CEO David Israelite

“Merlin is excited to partner with Snap given the unique role they can play in the evolution of social music. Merlin’s members have always been early adopters of innovation in the ever-changing digital ecosystem. We look forward to a productive relationship that offers users new ways to express themselves, enables artists to build new audiences, and provides value to our members.” – Merlin CEO Jeremy Sirota

Source: We Are Different press release


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