Snapchat announced their partnership with Universal Music Group with an objective to integrate music from artists signed by the label and bring them into experiences on the platform.
The partnership will enable copyrighted use of the Universal Music Group library in features such as Sounds, and Lenses, on Snapchat. Sounds on Snapchat enables users to add Sounds (songs) by tapping the music notes icon on the right side of the camera screen, and choosing a track from the list, or select a track from the Sounds tool after taking the Snap.
Playlists that focus on genres, moods, and moments that are relevant to the community and songs that are trending on Snapchat would also be continually added to create an extensive music library on Snapchat.
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Snap had previously also locked in deals as multi-year agreements with major and independent publishers and labels, including Warner Music Group, Merlin (including their independent label members), NMPA, Warner Chappell Music, Kobalt, and BMG Music Publishing, for licensed music used in the feature.
The platform mentions videos created with music from Sounds on Snapchat have collectively resulted in 521 Mn videos created and 31 Bn views. Snapchat intends to make communication more expressive and creative to make the 5 Bn Snaps created every day more engaging.
UMG artists the Jonas Brothers said, “We’ve loved using and partnering with Snapchat over the years! It’s a place where we feel creative and where we can get instant feedback from our followers. We’re thrilled they are partnering with UMG because more than any of our past posts, now our fans will be able to use our music to engage with each other and across their posts, Stories and Lenses”.