Snap Inc. is catching up with the likes of Facebook and Instagram by setting up licensing deals that allows users to incorporate music with photos and videos.

Confirmed today (August 3rd), the company that owns popular media app Snapchat, has locked down multi-year deals with Warner Music Group and its publishing arm, Warner Chappell, as well as Universal Music Publishing Group. Snap is also signing similar deals with more than 200 members of the National Music Publishers Association (NMPA), such as Concord, Anthem Publishing and Reservoir; and roughly 300 members of indie digital rights agency Merlin, such as AWAL, Entertainment One and DistroKid, an industry source said.

Snapchat already allows users to share what they’re listening to on Spotify and Apple Music in posts but now people can soundtrack their photos and videos with music, much like TikTok. The curated list of recordings changes every day, allowing fans to discover music from emerging and established artists.

Snap’s fresh feature is currently being tested in New Zealand and Australia, and is slated to reach global end-users this fall. “We’re constantly building on our relationships within the music industry, and making sure the entire music ecosystem (artists, labels, songwriters, publishers and streaming services) are seeing value in our partnerships,” said a spokesperson for the social media platform.

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Photo: Stock Catalog