Snapchat & Universal Music Group Partner to Bring Music to Sounds

Snapchat and Universal Music Group Announce Landmark Partnership

Snap Inc. has revealed a multi-year agreement with Universal Music Group (UMG), a leading global music corporation. This collaboration grants Snapchat users access to a vast library of songs from UMG’s catalog, encompassing artists ranging from Queen to Justin Bieber.

Users can now incorporate clips from these songs into their Snaps and share them on Spotlight, Snapchat’s platform designed to compete with TikTok. This expanded functionality aims to enhance user creativity and engagement within the app.

The Rise of Snapchat's Sounds Feature

The announcement follows the introduction of Snapchat’s Sounds feature in October. This feature allows users to enrich their Snaps with officially licensed music. Snap reports that over 521 million videos have been created utilizing Sounds.

These videos have collectively garnered more than 31 billion views, demonstrating the feature’s rapid adoption and popularity among Snapchat’s user base.

Responding to TikTok’s Music Dominance

Snapchat’s increased focus on music is a direct response to the significant role music plays on TikTok. The platform has witnessed numerous instances of songs experiencing a resurgence in popularity due to viral trends.

For example, Fleetwood Mac’s “Rumours” album returned to the Billboard charts following the viral success of their song “Dreams” on TikTok. Dance challenges, frequently originating on TikTok, often lead to increased music sales for featured artists.

Consequently, expanding music licensing for platforms like TikTok and Snapchat creates opportunities for organic promotion, similar to the viral moment experienced by Nathan Apodaca.

Gen Z Artists and Social Media Promotion

Emerging artists, particularly within Generation Z, are actively leveraging social media platforms to promote their music. Olivia Rodrigo, for instance, has effectively utilized these channels to amplify her work.

Over 10 million videos on Snap were created using Rodrigo’s hit song, “Driver’s License,” according to Snap’s data. She was also the first artist to employ Augmented Reality (AR) Lenses on Snapchat to promote her debut album, “Sour,” and similarly utilized AR effects on Instagram.

A Trend of Licensing Agreements

The news from Snap echoes similar moves by TikTok. TikTok also established a partnership with UMG earlier this year, in February. Prior to that, in November, TikTok announced a new licensing agreement with Sony Music.

Snap’s existing music partners include Warner Music Group and Sony Music Publishing, showcasing a growing commitment to providing a diverse music library for its users.

Non-Exclusive Deals and Competitive Dynamics

These licensing agreements are generally non-exclusive, meaning users can utilize the same songs across multiple platforms, including Snapchat, TikTok, and Instagram. The current landscape is characterized by a competitive drive for content acquisition.

When one platform secures a deal with a major music label like UMG, others feel compelled to follow suit to maintain their competitive edge. This dynamic is clearly evident in today’s announcement, as Snapchat mirrors TikTok’s strategy.

The competition within the social media space is intense, and securing music licensing rights is a crucial component of attracting and retaining users.