Snapchat's music ambitions are growing with more discovery
Writer Kerry Flynn makes an argument as to how Snapchat will change the music industry in 2017. As one of the fastest-growing social media platforms, Snapchat is emerging as a powerful distribution tool within the music industry.This article originally appeared on Mashable
A view of fans holding up smartphones at The Kingdom: Daddy Yankee Vs Don Omar Tour at Madison Square Garden on July 30, 2016 in New York City. IMAGE: NOAM GALAI / GETTY IMAGES
It started with a Twitter video, announcing: New music coming Friday. Then, an Instagram video—revealing a beat, and some lyrics.
But when globally famous pop star Ed Sheeran wanted his fans to experience the first true listen of his new music, he turned to Snapchat. With an augmented reality lens, people could put on a pair of sunglasses, surround themselves in lights, and listen to the first 30 seconds of Sheeran's new track.
Fans who uncovered the hidden surprise along with fellow artists like Shawn Mendes (who isn't a stranger to the power of social apps) helped hype the track before Sheeran released it later that night.
Sheeran's use of Snapchat is just the most recent example of how the app—and its community—have emerged as powerful distribution tools for new music. Where other digital platforms are plagued by piracy issues, Snapchat has taken on the role of a DJ, with artists hoping to partner up, and get their song played within innovative, fun, engagement-heavy formats...