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YouTube Announces New “Creator Music” Platform

October 4, 2022

In the wake of Tiktok’s rapid expansion and growing dominance in the short-form video market, YouTube has felt the pressure to adapt to keep up with the shifting demands of its audience...

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Deep Dive: How Conan Gray Writes His Songs

October 5, 2022

Conan Gray is an American YouTuber turned singer-songwriter, most well-known for his songs about heartbreak and unrequited love. Throughout his career, Conan has written songs like “Crush Culture”...

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Phoebe Bridgers: A Deep Dive into Songwriting

October 17, 2022

Phoebe Bridgers is an American songwriter, singer, and producer who has, in recent years, gained mainstream recognition with the release of her sophomore album “Punisher” in 2020...

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How Steve Lacy Makes the Most with Less

October 18, 2022

Steve Lacy is a singer, songwriter, record producer, and living proof that you don’t need the most advanced or high-tech studio equipment to create music that listeners will love...

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Has the Pandemic Changed the World of Live Music?

August 31, 2022

For the last two years, there has been something missing in the lives of music lovers around the world—live music. The advent of a global pandemic meant the absence of concerts, festivals........

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Like the Early Days of Hip-Hop: The Future of Blockchain in the Music Industry

August 19, 2022

One of the biggest questions many spaces face today is how blockchain technology may overhaul industry norms, and the music industry is no exception. In particular...

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Snapchat Announces a $100,000 Monthly Grant for Artists

August 19, 2022

Snapchat has recently announced Snapchat Sounds Creator Fund, a monthly grant program of up to $100,000 awarded to independent artists distributing music on the platform...

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TikTok Plans to Introduce a New Music Streaming App

August 15, 2022

Over the past few years, TikTok’s popularity has significantly increased resulting in 1 billion global daily users by early 2022. The app has also become extremely influential in the current music....

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Are Charlie Puth’s Music Classes Worth $300?

August 4, 2022

Charlie Puth has paired with Studio to create a 30-day online course that outlines the entire songwriting and production process for $279 USD. This hands-on learning experience has been marketed....

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Success Through Self-Exploration: Lexie Liu's Rise to Stardom

August 2, 2022

Whether you know Lexie Liu from her performance as Seraphine in K/DA’s “MORE” or her fourth-place finish on The Rap of China 2018, there’s no denying that the Chinese hip hop star is a global ...

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BTS: The First K-Pop Band to be Invited to the White House

June 17, 2022

BTS is the most famous K-Pop band in the world now, and recently, they were invited to the white house to speak about anti-Asian hate crimes and inclusivity. Being the first K-Pop band to be...

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SEVENTEEN is Going "HOT" This Summer

June 6, 2022

SEVENTEEN (세븐틴) is a 13 member Korean boy band under Pledis Entertainment. They are split into 3 teams, the Hip Hop unit (S.coups, Wonwoo, Mingyu, Vernon), the Vocal unit (Jeonghan, Joshua, Woozi...

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Snapchat Announces a $100,000 Monthly Grant for Artists

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Photo: How to Geek

Snapchat has recently announced Snapchat Sounds Creator Fund, a monthly grant program of up to $100,000 awarded to independent artists distributing music on the platform. Snapchat claims that through this fund, they want to recognize and support independent artists for their role in the entertainment space. The criteria for artist selection remains undisclosed, however, most likely Snapchat will analyze the artists’ level of engagement and choose the top-performing uploaders. Popular sounds will also be included in Snapchat Lenses to further increase exposure and potential for audience reach.

Currently, there are 2.7 billion videos created using the “Sounds” feature on Snapchat, resulting in more than 183 billion collective views. Thus, proving Snapchat’s key role as a distribution tool for music creators that wish to share their music globally and gain recognition.

Photo: Tubefilter

Although Snapchat claims to be driven by altruistic motivations, the Sounds Creator Fund is probably an attempt to compete with TikTok’s popularity. It is evident that music creators and artists have been a critical component of TikTok’s engagement and new user growth. TikTok has quickly amassed 1 billion global users in a short span while Snapchat only has 332 million users. Additionally, Snapchat is facing financial pressure as it revealed that it missed its financial forecast for the second quarter of 2022 despite already reducing it. Snapchat’s market cap is now at $16.1 billion, which is less than half of what it was at the start of 2022, and is only 12% of its peak market cap reported in September 2021. Hence, the Sounds Creator Fund may be a strategy employed to replicate TikTok’s success.

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