Universal Music Group (UMG), the global leader in music entertainment, and Snapchat today announced a large, multi-faceted global agreement that will allow Snapchat users to integrate UMG's catalog of music and content recordings into creative tools, including sounds and augmented reality lenses.

Snapchat integrates the Universal catalog into its Sounds feature

Social network Snapchat and Universal Music Group today announced the signing of an expansive, multi-faceted global agreement as well as a multi-year Snapchat license agreement.

Snapchat offers the Universal Music Group catalog

The two giants, Snapchat, and Universal Music Group have therefore announced the signing of an agreement. The announcement note states that Universal Music Group's entire catalog of recorded music is available on a worldwide basis through Snapchat's Sounds feature. This feature was added by the social network in October on the platform, it allows you to add music when you create a video on the application.

Adding Sounds to the app was a way of tracking what made TikTok so successful. Indeed, dance videos accompanied by music have gone viral on social media. This trend benefits all parties.

Social networks are achieving staggering numbers with more and more users and content to create and on the other hand artists are also being propelled. For example, Fleetwood Mac’s 1977 album Rumors reappeared on the Billboard charts after “Dreams,” a song on the record, went viral on TikTok.

So the more licensed music apps get, the more chances there are of having a viral video that earns monstrous publicity not only to the app but also to the artist and the music.

Since its availability, the Sounds feature has recorded over 521 million created videos and over 31 billion views.

Artist Olivia Rodrigo witnesses the power of social media

Olivia Rodrigo is an American actress and singer-songwriter. She is one of the many artists who have seen their songs explode thanks to videos made on social networks like TikTok, Reels, Snapchat, etc. In fact, on Snapchat, more than 10 million videos containing its Driver's License title have been made by users of the platform.

Olivia Rodrigo was able to take advantage of these platforms. For example, she was the first artist to use Snapchat's new augmented reality VFX technology in Lens Studio to allow users to interact with graphics from her hit song Sour.

Last February TikTok also signed an agreement with Universal Music Group and before that, with Sony.

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