Snap Inc. has signed a new deal with Sony Music Entertainment to include their artists’ music into Snapchat’s Sounds library.
With over 200m Snapchatters engaging with augmented reality every day, Snapchat is expanding the music experience on the app by adding Sounds into its AR Lenses available in the Lens Carousel and experimenting with new formats.
Rolling out soon, Sound Lenses will feature a pre-selected song embedded into the Lens, a Lens that transforms pictures of anyone to appear as if they are singing a song, and Cameo Sound Lenses that apply visual effects to put you and a friend as the stars of your own animated music video.
Commenting on the deal, Dennis Kooker, President, Global Digital Business, Sony Music Entertainment, said: “We are pleased to be expanding our relationship with Snap to develop new commercial opportunities for our artists around short-form video and augmented reality experiences. Through this agreement, our artists have more ways to connect with fans and enhance engagement in their music by enabling their songs to be part of the Lens and Sounds tools that support communication and creative expression among Snapchat’s users.”
Ben Schwerin, Senior Vice President of Content and Partnerships of Snap, said: “Our new deal with Sony Music marks a major milestone as Snap now has partnerships with all the major labels, in addition to networks of independent labels and emerging artists. We’re excited to further integrate Sounds into our AR Lenses to provide artists a proven and powerful way to share their music, and create immersive new experiences for our community.”
Sony Music has leveraged Snap’s AR capabilities over the past few years to share new music with Snapchatters around the globe. Snap and Sony Music partnered on an AR Lens to support the launch of Kygo’s collaboration with Whitney Houston for her unreleased version of Higher Love. In three days, this limited release Lens resulted in over 16m Snaps creations, and it received over 55 million views.