Snapchat has made a licensing deal with Sony Music Entertainment, permitting the use of the record company’s artists’ music on the app. This will grant Snapchat access to music from Sony’s three major labels Sony Music Entertainment, Universal Music Group and Warner Music Group. The terms of the deal have not been disclosed.
Snapchat’s existing music partners include MERLIN Members, major publishers Sony Music Publishing, Universal Music Publishing Group and Warner Chappell, Kobalt, BMG, NMPA, and DistroKid. Ben Schwerin, Head of Content and Partnerships at Snapchat commented, “Our new deal with Sony Music marks a major milestone as Snap now has partnerships with all the major labels, in addition to networks of independent labels and emerging artists.”
All music from these labels will be available in the music catalogue of Snapchat’s Sound Feature. This feature permits its 200 million users to add music to their Snapchats. Since the feature has been added in 2020, it has been used nearly 1.2 billion times.
Following the partnership with Sony, Snapchat also announced it will be releasing a two new features, ‘Sound Lenses’ and ‘Cameo Sound Lenses’. Described by Snapchat as “a Lens that transforms pictures of anyone to appear as if they are singing a song”, and “apply visual effects to put you and a friend as the stars of your own animated music video”.
The social media platform says these new features will create a more immersive experience for its users as well as provide another platform for artists to their share music. Dennis Krooker from Sony Music Entertainment shared, “We are pleased to be expanding our relationship with Snap to develop new commercial opportunities for our artists around short form video and augmented reality experiences.”