Snapchat has launched Sounds, a new feature that allows users to add music and their creations to Snaps. To launch the function the company announced that the catalog includes an exclusive preview of the new song Lonely by Justin Bieber and Benny Blanco. A big pitch, then.

Clearly it is not the same thing, but it is not difficult to read behind this move the intention to fit into the success of the communication format in TikTok style, and also Instagram: a trend that has had a boom of global scale and such

Every iOS Snapchatter on a global level can now add audio to its Snap (pre or post capture) from a catalogue of music edited by both emerging and established artists. Music, emphasizes the company, makes video creations more expressive and communication more engaging.

The aim is clearly to make even more lively l’engagement and communication between users: already now, it still makes the company known, on average every day more than 4 billion Snap are created.

When you receive a Snap with sounds, you can scroll through until you see the artwork of the album, the title of the song and the name of the artist. A link will also allow you to listen to the whole song on your favorite streaming platform, including Spotify, Apple Music and SoundCloud.

It is therefore also a method to share your favorite music with friends and perhaps, for emerging artists, to get acquainted on a wider platform.

Snap has put in place multi-annual agreements with major publishers and independent labels, including Warner Music Group, Merlin (which includes members of their independent label), NMPA, Universal Music Publishing Group, Warner

Snapchatters can also create artistic snaps with their original creations and share them with friends and contacts.

In addition to music, the company is also testing the possibility for Snapchatter to create their own sounds and add them to the Snaps. This option will be distributed globally in the coming months.

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