• Imani Santos

Snapchat Adds TikTok-Style Music Feature

With TikTok’s future being questionable, it seems like social media apps are racing against time to capitalize off of the abundance of users switching over to other platforms if the app was to be banned in the United States. Snapchat announced on August 3rd that the well-known app will be testing out a new feature which gives users the ability to add songs to their snaps, similar to the way TikTok allows users to embed popular songs into their videos. Said to be launching this fall, the new feature will create a way for users to share songs with friends and viewers, being another promotional tool for the music industry just as TikTok currently is becoming.

With this feature, Snapchat says that users will have access to “a robust and curated catalogue of music” thanks to their partnership with music companies like: Warner Music Group, Warner Chappell, Universal Music Publishing Group, Merlin and more who have licensed their music for use in Snapchat’s app. Once a snap is sent to a friend with the song embedded into it, they are able to swipe up, view the artist name, song name, and the album art and they're able to click on a link that will send them to their music streaming platform, like Apple Music Spotify, or SoundCloud. Snapchat is starting to test out this feature in New Zealand and Australia as of yesterday.

Although Snapchat is not directly trying to compete with TikTok similar to apps like Byte, Reels, Triller and Dubsmash, the company says that, “we’re always looking for new ways to give Snapchatters creative tools to express themselves,”with Snapchat claiming they reach more people in the U.S. than Twitter and TikTok combined, with 90% of people between the ages of 13 and 24. “We’re constantly building on our relationships within the music industry, and making sure the entire music ecosystem — artists, labels, songwriters, publishers and streaming services — are seeing value in our partnerships,” a Snapchat representative says in a statement. Social media apps are becoming an effective tool for artists and the promotion of their songs, and it seems like everyone wants a piece of the pie.

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