February 21, 2023
Rihanna is an illustrious artist. She is among the best selling female artists of all time, and was one of the greatest hitmakers of the 2000s and 2010s. She has since grown to become the richest...
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February 20, 2023
Streaming is now the driving force of the music industry, making up 84% of the industry revenue in the U.S. While streaming is much more convenient for listeners, many artists argue that it is near im
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February 23, 2023
Who is the greatest rapper of all time? Is it even possible to crown just one person? Well, Billboard and Vibe did exactly that. And, according to them, that person is Jay-Z. In honor of Hip-Hop’s
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February 18, 2023
Kaytranada (Louis Celestin) is a Haitian-Canadian record producer and DJ. He is a highly acclaimed electronic artist, having earned two Grammys and countless other awards for his work. Kaytranada has
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February 17, 2023
What happens when a famous music producer takes an interest in self-help books? The Creative Act is your answer. But who is Rick Rubin? Without a doubt, Rubin has an impressive track record in the
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February 14, 2023
The music industry is a place full of musicians, producers, and creators who have the magical ability to make those perfect sounds we hear everyday through our digital devices. We want to listen close
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February 14, 2023
What do popular video games franchises Super Mario, Legend of Zelda, and Star Fox all have in common? They were all produced and published by Nintendo, and the iconic music themes that you hear in...
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February 8, 2023
Being a successful woman in the music industry is no easy feat. Not only do they deal with the typical trials and tribulations of being a musician, but there are also gender-specific challenges.
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February 8, 2023
“Is it just me, or are songs getting shorter these days?” This is a question I have often pondered, especially in the last few years. It appears that in the era of social media, attention spans are
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February 6, 2023
SG Lewis (Samuel George Lewis) is a rising star in the dance/electronic music realm. He is a DJ/producer turned singer-songwriter, and is known for his disco-inspired, transcendent sound. He routinely
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February 4, 2023
Sam Smith just released their new album “Gloria” on the 27th of January. As described by Pitchfork, “Gloria flips between hyperpop, country, dancehall, disco, 2-step, and intimate, Kehlani-esque R&B”.
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February 5, 2023
Virtual reality and the metaverse have become popular topics in the music industry where more and more technology and music have been combined, creating something that could revolutionize the entire
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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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