Snap today announced a multi-year deal with Universal Music Group, one of the largest music companies in the world. From Queen to Justin Bieber, users can clip songs from the expansive UMG catalog to use in their Snaps and on Spotlight. the app’s feature makes it a TikTok competitor.
This announcement comes after Snapchat added its Sounds feature in October 2020, which lets users enhance their Snaps with music that Snap has licensed. Snap says that since then, over 521 million videos have been created using Sounds, which have been viewed over 31 billion times.
It’s apparent Snapchat’s investment in music is a direct response to the growth of music on TikTok. Last year, Fleetwood Mac’s 1977 album “Rumours” re-entered the Billboard charts after “Dreams,” a song on the record, went viral on TikTok. Dance trends also often go viral on TikTok; Trending short social clips from Influencers and Tastemakers created a boost in sales for the artist whose song is featured in their content (video, snap). So, the more music that’s licensed by apps like TikTok and Snapchat, the more opportunity there is for another Nathan Apodaca moment; that provides free publicity for the platform.
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