Snapchat has announced a new feature for its platform that will allow users to include music clips in their video creations. With this new functionality, the platform wants to compete with one of its main rivals: TikTok.
This is how it will work: the user creates a video and adds to it some music from the wide catalog Snapchat is already offering, the user can also be chosen before the video is recorded. Once the snap is ready, the user that receives the snap can swipe up to see the artwork of the song and all the information related such as the title of the song, the singers, etc. together with a play button. If the user clicks play, they will be able to listen to the full song in platforms like Apple Music, SoundCloud or Spotify.
According to the social network statement, Snapchat has signed license deals with the main major labels, but also with Merlin, an agency that represents independent labels.
Everyday, there are four billion snaps created according to Snapchat. Maybe that is the reason why Justin Bieber choosed the platform to premiere his song ‘Lonely’ featuring Benny Blanco the past 15th of October.
Users could listen to and use a preview of the track in their video creations and also pre -save the track to be able to listen to the song once it was released and available on streaming platforms.