UMG'S LATEST DEAL: IT'S A SNAP

Snapchat’s users will be able to incorporate Universal Music Group’s catalog of recorded music and content into the app's creative tools, including Sounds and augmented-reality Lenses.

Under the terms of a global multiyear agreement, UMG is also developing augmented-reality music Lens content featuring the company’s artists that will be regularly available in Snap’s Lens Carousel and Lens Studio.

“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,” said Michael Nash, UMG’s Executive Vice President of Digital Strategy. “We’re looking forward to working with Snap to unlock even more innovative features and allow creativity and expressive communication across Snapchat’s community.”

Over the years UMG and Snap have partnered on individual new releases, including many first-of-their-kind collaborations. Justin Bieber and benny blanco were the first to use Sounds to premiere a song (“Lonely”), and Republic’s Nicki Minaj was the first to feature artist merchandise in an AR Lens, for her 2018 album, Queen. UMG has also previewed songs on Snapchat from iann dior, Dreamer Boy and JAWNY.

Olivia Rodrigo has leveraged the platform for multiple releases, including “drivers kicense,” which sparked more than 10m videos and has earned more than 325m views. Rodrigo was the first recording artist to use Snapchat’s new Augmented Reality VFX technology in Lens Studio to provide an immersive experience in which the user is covered in graphics from SOUR.

BENEE's 2019 global Lens for her song “Supalonely” has generated more than 1b views to date.

“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," said Ben Schwerin, Snap's SVP of Content and Partnerships.