Snap wants people to discover and make content with music on Snapchat, and today, it secured a major deal to help it achieve that goal.
The company has signed a multiyear partnership with Universal Music Group, the world’s largest record label group, to bring its artists’ tracks to the platform. This means Snapchatters can search for music from various artists like Justin Bieber, The Bee Gees, Katy Perry, and others, and include them in their content, whether that be a snap they send a friend or something they submit to Spotlight — Snapchat’s TikTok rival.
Deals like this, and specifically with UMG, are critical for Snap’s future success as people discover music online and create viral content around it more frequently. TikTok, in…