Universal Music Group (UMG) has partnered with Snap and signed a multi-year contract. The agreement will let Snapchat users include UMG’s list of recorded music into artistic tools, including Sounds on Snapchat and AR Lenses.
Under the terms of the contract, UMG’s complete recorded music archive is available in the Sounds tool of Snapchat, including search and curated playlists. Universal Music Group is also developing AR music Snapchat Lenses which will have the company’s artists regularly interacting in Snap’s Lens Studio and Lens Carousel.
Snap introduced Sounds on Snapchat in October 2020, letting users add song clips to Stories and Snaps. Snap’s additional music partners for Sounds include Sony Music Publishing, Warner Music Group, Universal Music Publishing Group, Kobalt, Warner Chappell, DistroKid, BMG, Merlin members, and NMPA members.
“We’ve loved using and partnering with Snapchat over the years! It’s a place where we feel creative and where we can get instant feedback from our followers. We’re thrilled they are partnering with UMG because more than any of our past posts, now our fans will be able to use our music to engage with each other and across their posts, stories, and lenses.” – Jonas Brothers.
Snap and UMG’s earlier partnerships included the premiere of Benny Blanco (Interscope) and Lonely by Justin Bieber.
Interscope’s Olivia Rodrigo has used Snapchat for many releases, including “Driver’s License,” which had 10+ million videos created with more than 320 million views since its release. Olivia Rodrigo was the first recording performer to use Snapchat’s augmented reality VFX tech in Lens Studio to provide an immersive experience.
“We’re thrilled to build on our innovative and collaborative relationship with Snap and to provide Snapchat’s users with access to UMG’s vast catalog of the most iconic recordings of all time. When entertainment and social media companies work together, fans are able to creatively build close-knit communities around the artists and the music they love, all while ensuring that artists are fairly compensated for the use of their music.” – Michael Nash, EVP of Digital Strategy, UMG.
“Universal Music Group has been a tremendous partner over the past several years, and we’re thrilled to expand our relationship to bring Snapchatters even more music to express themselves and create engaging Snaps.” – Ben Schwerin, SVP, Snap.
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