Snap today announced a multi-year deal with Universal Music Group, one of the largest music companies in the world.
This announcement comes after Snapchat added its Sounds feature in October, which lets users enhance their Snaps with music that Snap has licensed.
So, the more music that’s licensed by apps like TikTok and Snapchat, the more opportunity there is for another Nathan Apodaca moment, which means free publicity for the platform.
Rodrigo was also the first artist to use AR Lenses on Snapchat to promote her record-breaking debut “Sour,” but to be fair, she also shared AR effects on Instagram.
Olivia Rodrigo sings about “deja vu” on her new album, and you might also be getting deja vu from Snap’s announcement.
If TikTok makes a deal with UMG, Snapchat needs to strike a deal with UMG as well to remain competitive, which is what we’re seeing today.