Snapchat has signed an agreement with Sony Music Entertainment to include its artists’ music in the app’s sound library. The company also revealed that it is creating new AR music lenses. Soon, Snapchat will offer “Sound Lenses” with a pre-selected song embedded in the lens, a lens that transforms images of anyone to appear as if they’re singing a song, and “Cameo Sound Lenses” that apply visual effects.
The company says that with more than 200 million users using augmented reality on the platform every day, these new “sound lenses” will create a more immersive music experience for its users. Snapchat has leveraged AR capabilities in several different ways over the past few years. More 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 include music from fully licensed Sony Music artists in their snaps and send them to other users or post them to Snapchat Spotlight.
The new partnership comes two weeks after Snapchat signed a deal with NBCUniversal to let users access licensed audio clips from various NBCU TV shows and movies. It should be noted that Snapchat also has partnerships with many studios and companies in the music industry, including Universal Music Group, Warner Music Group, NMPA, Warner Chappell, Kobalt, BMG and more.
Snapchat has sought to compete with TikTok, which has popularized sharing short videos with messages set to music from an extensive 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 lets users put their Snaps to music.
Snap, the parent company of Snapchat, claims that since the launch of Sounds, videos created with Sounds music have generated 521 million videos created and 31 billion views. But the sounds aren’t just being used to help power Snap’s TikTok competitor. Since the launch of Sounds, nearly 45% of all Snapchat videos created with Sounds (sends, posts, and saves) have been sent via direct message.
The new Sony Music Sounds catalog will be available to Snapchat users worldwide on iOS and Android.