snapchat is made a deal With Sony Music Entertainment to add music from your artists to the app’s sound library. The company also revealed that it is making new AR music lenses. Soon, Snapchat will feature a ‘Sound Lens’ with a pre-selected song embedded in the Lens, a lens that transforms photos of anyone as if they’re singing a song, and a ‘Cameo Sound Lens’ that turns the scene. apply effect.
With over 200 million users engaging with Augmented Reality on the platform every day, the company says, these new ‘sound lenses’ will create a more immersive music experience for its users. Snapchat has been taking advantage of AR capabilities in a number of different ways over the years. Recently, the app announced several updates to its AR-focused Lens Studio.
As for Snapchat’s partnership with Sony Music Entertainment, it comes at a time when access to unique sounds is becoming a competitive advantage for social apps. With this latest launch, Snapchat users will be able to add fully licensed Sony Music Artist music to their Snaps and send them to other users or post them to Snapchat Spotlight.
The new partnership comes two weeks after Snapchat partnered with NBCUniversal to give users access to licensed audio clips from various NBCU TV shows and movies. It’s worth noting that Snapchat has partnered with a number of studios and companies within the music industry, including Universal Music Group, Warner Music Group, NMPA, Warner Chapel, Cobalt, BMG, and more.
Snapchat is looking to compete with TikTok, which has popularized short-form video sharing with posts set to music from a large catalog. For Snapchat, giving users access to different sounds is an important part of its efforts to compete with TikTok. Last year, the company launched Sounds, a music-powered feature that allows users to set up their Snaps to music.
Snapchat’s parent company Snap says that since launching Sounds, videos made with music from Sounds have resulted in 521 million videos created and 31 billion views. But sound isn’t just used to help fuel Snap’s TikTok competitor. Since the launch of Sounds, about 45% (in send, post and save) of all Snapchat videos made with Sounds were sent via Direct Message.
The new catalog of Sony Music sounds will be made available to Snapchat users globally on iOS and Android.