7/2/2023 0 Comments Lens studio sounds![]() “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,” Schwerin said. Snap Inc.’s SVP of content and partnerships, Ben Schwerin, said that UMG has been “a tremendous partner” to Snapchat in recent years. “We’re looking forward to working with Snap to unlock even more innovative features and allow creativity and expressive communication across Snapchat’s community.” “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. “We’re thrilled to build on our innovative and collaborative relationship with Snap and to provide Snapchat’s users with access to UMG’s vast catalogue of the most iconic recordings of all time,” Nash said. Micahel Nash, executive vice president of digital strategy for UMG, noted his excitement at the prospect of developing further AR filters with Snapchat as part of the deal. Recently, Snapchat has implemented AR Lens campaigns for UMG artists like Justin Bieber, Olivia Rodrigo and Benee, whose AR Lens filter for ‘Supalonely’ generated over one billion views on the platform. The deal has also shed light on UMG’s plans to develop an augmented reality (AR) music Lens that features its artist roster, which will rotate through Snap’s Lens Carousel and Lens Studio and coincide with limited artist merchandising. Users will be able to search for songs from UMG’s catalogue via the Sounds search bar, while a variety of curated playlists will also be offered in the app.
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