Snap right this moment introduced a multi-year deal with Common Music Group, one of many largest music corporations on the earth. From Queen to Justin Bieber, customers can clip songs from the expansive UMG catalog to make use of of their Snaps and on Highlight, the app’s TikTok competitor. This announcement comes after Snapchat added its Sounds feature in October, which lets customers improve their Snaps with music that Snap has licensed. Snap says that since then, over 521 million movies have been created utilizing Sounds, which have been seen over 31 billion instances.
After all, Snapchat’s funding in music is a direct response to the expansion of music on TikTok. Final 12 months, Fleetwood Mac’s 1977 album “Rumours” re-entered the Billboard charts after “Goals,” a music on the report, went viral on TikTok. Dance developments additionally typically go viral on TikTok, which might correlate with a lift in gross sales for the artist whose music is featured. So, the extra music that’s licensed by apps like TikTok and Snapchat, the extra alternative there may be for another Nathan Apodaca moment, which implies free publicity for the platform.
Already, gen Z artists like Olivia Rodrigo have leveraged these social platforms to advertise their new music. On Snap, over 10 million movies have been created utilizing her music “Driver’s License,” Snap studies. Rodrigo was additionally the primary artist to make use of AR Lenses on Snapchat to advertise her record-breaking debut “Bitter,” however to be honest, she additionally shared AR results on Instagram.
Olivia Rodrigo sings about “deja vu” on her new album, and you may also be getting deja vu from Snap’s announcement. TikTok additionally struck a deal with UMG in February. And earlier than that, in November, TikTok introduced a new licensing agreement with Sony. In the meantime, Snap’s portfolio of music companions embody Warner Music Group, Sony Music Publishing, and extra. These offers aren’t unique — you may make a video with “deja vu” on Snapchat, TikTok, and Instagram alike. In the case of offers like these, it’s a continuing battle of reactionary one-upmanship. If TikTok makes a take care of UMG, Snapchat must strike a take care of UMG as properly to stay aggressive, which is what we’re seeing right this moment. As our good friend Olivia would say, it’s brutal out here.