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Snapchat Launches New ‘Sounds Creator Fund’ to Encourage Unsigned Musicians to Share Their Music

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Snapchat Launches New ‘Sounds Creator Fund’ to Encourage Unsigned Musicians to Share Their Music

Snapchat’s looking to provide more support to an expanded scope of creators via a new ‘Sounds Creator Fund’ which will help emerging independent artists to gain distribution and recognition on the platform, via audio uploads that users can then add to their Snaps.

Snapchat first launched Sounds in 2020, which enables users to add song clips into their Snaps.

Since then, it’s continually expanded the selection of audio tracks available, via licensing deals with various record labels, while independent artists are also able to upload their music via DistroKid, providing another avenue for audience connection and exposure.

The Sounds Fund will help to expand upon this, via the addition of funding based on usage, with monthly grants of up to $100,000 on offer to the top Sounds creators that are distributing their music in the app.

Popular Sounds will also have the opportunity to be included in Snapchat Lenses, or in Spotlight, providing even more potential for audience reach.

As explained by Snap’s Head of Music Partnerships Ted Suh:

“We want to support the independent and emerging artists that are driving creation on Snapchat. By providing meaningful funding and creative support, our goal is for artists to feel empowered to continue creating and pursue a career in music.”

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Meta launched a similar program last year, also in partnership with DistroKid, which enables unsigned musicians make their content available on Facebook and Instagram, free of charge. TikTok, too, has its ‘SoundOn’ program, as well as a distribution arrangement with UnitedMasters, to promote aspiring performers.

Snap and TikTok’s programs are very similar, providing even more opportunities for a broader scope of artists, which could help to make Snap an even bigger element in brand growth and connection.

And with 347 million users, many musicians will definitely be keen to explore the option, and drive more engagement with their music, in the hopes of hitting these new funding goals.

The program continues Snap’s approach to boosting usage through cash incentives, which it also used to entice creators into its Spotlight short-form video option. Though that program eventually ran into problems, when Snap looked to scale back its payments.

Will that happen again with its music fund? It seems inevitable that, at some stage, Snap will have to reduce these payments. But maybe, by that stage, more musicians will have built their followings in the app, making it a more viable, valuable destination for music promotion – and helping Snap stay ahead of the latest trends.

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Snapchat Launches Snapchat+ Service in India, at a Significantly Lower Price Point

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Snapchat Officially Launches its New 'Snapchat+' Subscription Program

This is one way to boost your ‘average revenue per user’ stats.

A month after launching its new Snapchat+ subscription offering to users in predominantly western markets, Snap is now also making the option available in India – though at a much lower price point than the initial push.

Snapchat+, which offers exclusive access to new and experimental features, including alternative icons, profile badges, additional analytics and also a desktop version of the app, is available to users in the US, Canada, the UK, France, Germany, Australia, New Zealand, Saudi Arabia, and UAE for $US3.99 per month (or local equivalent).

But in India, Snapchat+ will be launched at a starting price of 49 – which converts to around $US0.62.

That seems like a fairly big discount, and according to reports, Snapchat+ in India will offer access to all the same features and tools that the general offering has.

So why so cheap?

Well, for one, it’s a different market, and Snap needs to price its offerings in line with the local economy. Snapchat+ also doesn’t cost Snap anything to produce, as such, as there are no production costs built in (other than system maintenance), so it has the flexibility offer variable price points, if it so chooses.

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And as noted, it could crucially be a way for Snap to enhance its revenue per user stats, which, right now, reflect its strong reliance on the North American market for revenue.

Snapchat Q2 2022

If Snap can even that out, and show how it can become a more important, valuable platform in other markets, and make money from its presence, that could help to improve its market standing, while also bringing in additional revenue – which would also be income that’s not reliant on ad spend. And like all social apps, Snap’s ad revenue has taken a hit due to Apple’s ATT update.

It seems like a logical and sensible approach, helping to make the app more sticky with Indian users, and ideally, increasing adoption and revenue intake in another key region.

Snap has seen significant growth in India since it upgraded its Android app back in 2019. Android is by far the most popular OS in the Indian market, and as local connectivity and tech continues to evolve, that’s also opened the door for Snapchat to establish a bigger local presence, while the banning of TikTok in 2020 also pushed Indian users to find alternatives, further enhancing Snap’s appeal.

Indeed, Snapchat is now reportedly up to 144 million daily actives in the Indian market, overtaking the US (108m) as its top country by user adoption – so while it’s not the highest earning region for the company, it is now, arguably, the most important, which is why the expansion of Snapchat+ makes sense.

And while western users may be annoyed that they have to pay more for these features, it could be a clever push by Snap, which could end up paying off big time for the app.  

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