Snapchat has already been rising in popularity recently with their recent filters of making men look like gorgeous women and vice versa. Now it looks like Snapchat is taking things to the next level as they're looking into licensing music that people can use for their app.
The company is now in talks with Sony Music Entertainment, Universal Music Group, and Warner Music Group to license songs for users to embed in posts, according to a Wall Street Journal report. The deal would give users access to a broad catalog of songs to post on Snapchat, much like the features available for Instagram Stories and TikTok.
The licensing deal is also coming at a time when tech companies are increasingly leaning into music features as a core part of their offerings. It's thanks to this popularity that made Nas X's “Old Town Road” a hit song, with TikTok making the song a meme.
Facebook has also secured a licensing deal with the three major record labels back in 2018, allowing users to put licensed music in their videos across all of its platforms which includes Facebook itself, Messenger, Instagram, and Oculus. The company has used the license to roll out features like Lip Sync Live, an obvious copycat of Musical.ly, which was acquired by Chinese giant ByteDance and folded into TikTok last year.
TikTok’s parent company, ByteDance, is now working on securing more licensing deals as it gears up to launch a music streaming service. While Snapchat's licensing deal won’t be quite as big, it's still a step towards keeping the app competitive against Facebook and TikTok.