Snapchat is testing a new music videos feature with users located in Australia and New Zealand, following the test the feature will be more broadly available to English speaking countries in the fall. In order to create the new music videos feature, Snap had to partner with Warner Music Group, Warner Chappell, Universal Music Publishing Group, The National Music Publishers Association, and Merlin. Snap is also working on deals with Sony Music Entertainment and others.
The new feature allows users to send messages with accompanying music, as well as album art and artist names. The feature can be accessed by selecting a button on the app that says, “Play This Song.” Users can also access the full song on Spotify, Apple Music, and SoundCloud.
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What's Driving This Trend
- Social Media Music
- Disruptive innovation opportunity: Integrating music into social media platforms to enhance user engagement and create new revenue streams through partnerships with music labels.
- Music Videos Feature
- Disruptive innovation opportunity: Enabling users to create and share personalized music videos within social media platforms, leveraging partnerships with music labels for a wide range of music options.
- Messaging with Music
- Disruptive innovation opportunity: Enhancing messaging experiences by allowing users to send messages with accompanying music, album art, and artist information, leading to increased user interaction and potential monetization opportunities.
Who This Affects Most
- Social Media
- Disruptive innovation opportunity: Integrating music features into social media platforms to attract and retain more users, as well as creating potential advertising and partnership opportunities.
- Music Streaming
- Disruptive innovation opportunity: Collaborating with social media platforms to offer music streaming services to users, expanding reach and driving user engagement.
- Messaging Apps
- Disruptive innovation opportunity: Incorporating music features into messaging apps to differentiate from competitors and provide users with unique and engaging communication experiences.
