Snapchat launches music feature to rival TikTok

Snapchat has launched Sounds, a new feature that lets its users add music to their Snaps.

The company has revealed that on average, more than 4 billion Snaps are created every day.

Snap Inc states that it now has multi-year deals with a number of major and independent publishers and labels, including Warner Music Group, Merlin (which includes their independent label members), NMPA, Universal Music Publishing Group, Warner Chappell Music, Kobalt, and BMG Music Publishing.

When you receive a Snap with Sounds, you can swipe up to view the album art, song title, and name of the artist.

Hitting the Play This Song link then lets you listen to the full song on platforms like Spotify, Apple Music, and SoundCloud.

In addition, Justin Bieber and benny blanco’s new song Lonely was featured as an exclusive in Snapchat’s Featured Sounds list at launch yesterday (October 15).

Snapchat users were able to create “artistic Snaps” with the new song and save the link to download the full song when ahead of its availability on streaming services today (October 16).

Beyond music, Snapchat is also testing the ability for its users to create their own sounds and add them to Snaps, which the company states will be rolling out globally in the coming months.

“Music makes video creations and communication more expressive, and offers a personal way to recommend music to your closest friends.”

Snapchat

“Snapchat users on iOS globally can add music to their Snaps (pre or post capture) from a robust and curated catalogue of music from emerging and established artists,” said Snapchat in an announcement yesterday.

“Music makes video creations and communication more expressive, and offers a personal way to recommend music to your closest friends.”

The launch of Snap’s short-form music video market challenger follows Facebook-owned Instagram’s roll out of its own TikTok rival, Reels, in more than 50 markets globally back in August.

Music Business Worldwide

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