Snapchat is not allowing itself to fall behind in terms of sexiness when it comes to audio options. Snapchat flexes its new deal with media giant Sony Music Entertainment, which enables Snapchatters to utilize even more songs into their Snaps.
The new deal enables Snapchat users to incorporate more popular tracks into their posts, greatly improving creative potential while providing more ways for artists to get more benefits from direct in-app promotions.
Snapchat, back in October, launched its music clips option, which it has gradually expanded since. Another recent partnership with NBCUniversal allows Snapchat to supply users with a new range of audio snippets and tracks from a range of NBC TV shows and movies, which, honestly, adds much to the engagement value of Snaps. Such a partnership also makes it easier to use copyright, with Snapchat essentially being granted validity to use licensed/protected material without having to secure individual usage rights. The added benefit to security not only improves the overall appeal of Snaps, but also helps the platform avoid legal issues concerning breach of intellectual property rights.
While NBCUniversal grants a plethora of audio references from TV shows and movies, Sony Music Entertainment is an all too different beast – it’s home to some of the most renowned songs from the biggest artists in history. Despacito, BAd and Boujee, and artists like Drake and Beyonce are all found within Sony Music’s audio catalogue. From this, you can just tell what the new deal adds to Snapchat. On top of this, Snapchat is also testing new audio formats and tools, including sound lenses with pre-selected songs embedded into the Lens.
Snapchat explains:
“The Lens transforms pictures of anyone to appear as if they are singing a song, while Cameo Sound Lenses will apply visual effects to put you and a friend as the stars of your own animated music video.”
In terms of pure audio augmentation, this adds even more creative capacity and brings Snapchat to have close alignment with the same key focus on music that has seen TikTok rise to prominence. All these provide Snapchat with more engaging music-related options, allowing it to tap into rising usage trends.
The Wrap
Snapchat has, over the course of its run, proven to be very good at catching rising and popular trends. Despite being a ‘smaller’ player, when compared to the likes of Facebook and its family of apps, it’s one that surprisingly makes the bigger differences, able to constantly gain attention and bring in more users to its platform. It effectively makes use of innovation, regularly coming up with new offerings to bring into its Lenses.
This focus on coming up with creative new ideas, even for just its sole strong attraction (AR Lenses), can still keep the entire platform relevant and attractive to younger audiences. More effects and more music options are expected to only further add to the app’s connectivity and reach, which is definitely better for Snap’s overall longevity.
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