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December 20, 2024
Ed Sheeran: a name synonymous with heartfelt lyrics, soul-stirring melodies, and a remarkable journey of turning personal stories into global anthems. From humble beginnings in Halifax, West...
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The highly anticipated Wicked movie adaptation has not only reignited excitement for the beloved Broadway musical but has also become a cultural sensation, making waves in the music and film...
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Bruno Mars is no stranger to collaborating with some of the biggest names in the music industry, and his recent projects with Lady Gaga and Rosé have cemented his role as a genre-blending hitmaker...
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In an era where pop music often celebrates perfection, Conan Gray has emerged as a beacon of authenticity. With his introspective lyrics, haunting melodies, and relatable vulnerability, Conan has...
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In every team, there’s always that one person who becomes the heart and soul of the group. For many, that person is Boss Man Dlo. Whether you’ve heard his name shouted across courts, mentioned in...
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December 8, 2024
Kesha is back, and she’s making a powerful statement with her latest single, Delusional. The track, released today, marks the beginning of a bold new chapter for the pop icon, blending her...
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In the ever-evolving world of pop music, Nessa Barrett has emerged as a powerful force who isn’t afraid to express the rawest parts of herself. From her early days as a social media personality to...
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Lola Young has quickly become one of the most exciting new voices in the UK music scene. With her soulful voice, poetic lyrics, and unapologetic presence, she is reshaping the boundaries of soul...
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Born in Hell’s Kitchen, New York, in 1981, Alicia Keys emerged as a powerful force in the music industry just two decades later. Her debut album, *Songs in A Minor*, released in 2001 on RCA Records...
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In the ever-evolving world of music, only a select few artists possess the vision and talent to transcend genres and redefine industry standards. Among these trailblazers stands The Weeknd, whose...
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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.
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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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