Snapchat takes on TikTok and Instagram by letting users add songs to their video posts
- Snapchat is partnering with major music companies on new feature, which allows users to select songs from a catalogue of music to add to Snaps
- Music can be added either before or after they capture their photo or video. The feature debuts in Australia and New Zealand this week
Snap is introducing a new feature that lets customers add music to their posts within Snapchat, creating a way for young people to share songs with friends and a new promotional tool for the music industry.
It rolled out a test of the product in New Zealand and Australia and plans to release it more widely later this year, according to a spokesperson. The company has secured the rights to music from several major music companies, including Warner Music Group, Universal Music Publishing Group and Merlin.
Millions of people already use social media to share music, either in links to streaming services or videos set to songs. Securing music rights will enable Snapchat users to do so without the risk of violating copyrights or having the videos taken down.
This new feature also allows Snapchat to offer similar features as Instagram and TikTok, two of its biggest rivals and subjects of increased government scrutiny in the US. Snap says it has a larger audience in the country than TikTok or Twitter, reaching 90 per cent of people between the ages of 13 and 24.
“We’re always looking for new ways to give Snapchatters creative tools to express themselves,” the company said in a statement. “Music is a new dimension they can add to their Snaps that help capture feelings and moments they want to share with their real friends.”
After years of not paying for music, social-media companies are lining up to secure the rights. Facebook licensed music in late 2017 and just expanded its deal with music companies to include officially licensed music videos. Twitch and TikTok are also in talks to license music rights from major record companies.