Universal Music Group (UMG) and Snap Inc have inked what the companies call an “expansive” and “multifaceted” global agreement.
The deal will allow Snapchat’s users to incorporate UMG’s catalog of recorded music and content into creative tools, including Sounds and augmented reality Lenses.
Snapchat launched its Sounds feature, which lets users add music to their Snaps, in October 2020.
Under the terms of the multi-year agreement, UMG’s entire recorded music catalog is available on a global basis in Snapchat’s Sounds tool, including Search and curated Playlists.
UMG is additionally developing augmented reality music Lens content featuring the company’s artists that will be regularly available in Snap’s Lens Carousel and Lens Studio, with the opportunity to feature merchandise launches and e-commerce experiences.
UMG and Snap have previously partnered on individual new releases from key artists.
Justin Bieber (Def Jam) and benny blanco (Interscope) were the first to use Sounds to premiere a song with the release of Lonely and Nicki Minaj (Republic) was the first to feature artist merchandise in an AR Lens for her 2018 album Queen.
Meanwhile, UMG says that BENEE’s 2019 global Lens for her song Supalonely, has generated more than 1 billion views to date.
UMG has additionally previewed songs on Snapchat from Iann Dior (10K/Virgin Music), Dreamer Boy (slowplay/Harvest/Capitol Records) and JAWNY (Interscope).
In addition to previews, Snap has been partnering with UMG to experiment with music and augmented reality experiences.
Olivia Rodrigo (Interscope) has used the platform for multiple releases, including Driver’s License, which had more than 10 million videos created with more than 325 million views since its release.
Rodrigo was the first recording artist to use Snapchat’s new Augmented Reality VFX technology in Lens Studio to provide an immersive experience where the user is covered in graphics from her newly released album, Sour.
“We’re looking forward to working with Snap to unlock even more innovative features and allow creativity and expressive communication across Snapchat’s community.”
Michael Nash, UMG’s Executive Vice President of Digital Strategy, said: “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.
“We’re looking forward to working with Snap to unlock even more innovative features and allow creativity and expressive communication across Snapchat’s community.”
“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, Snap
Ben Schwerin, Snap’s SVP of Content and Partnerships, said: “It’s been exciting to see how quickly Snapchatters have taken to our Sounds creative tool, and in turn the immense impact it has had on the music industry as they discover and share music with their friends and the community.
“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.”Music Business Worldwide
The best of MBW, plus the most important music biz stories on the web. Delivered for FREE, direct to your inbox each day.
