Snapchat Sounds Rolls Out Globally With an Exclusive Preview of Justin Bieber’s New Song

The feature is the messaging app’s answer to TikTok, Instagram Reels

'Lonely,' a new song from Justin Bieber and Benny Blanco, will be featured exclusively in Snapchat Sounds Thursday, before the release of the full track at 9 p.m. PT Snap Inc.

Snapchat globally rolled out its answer to TikTok and Instagram Reels Thursday, Snapchat Sounds, after testing the feature in Australia and New Zealand since August.

Sounds is only available on iOS to start.

Snapchatters can add music to their Snaps, either pre-capture or post-capture, from a curated catalog of music from emerging and established artists. In contrast, music can only be added post-capture on TikTok.

“Lonely,” a new song from Justin Bieber and Benny Blanco, will be featured exclusively in Snapchat Sounds Thursday, before the release of the full track at 9 p.m. PT/midnight ET.

Snapchatters can create Snaps with the new ballad, share those Snaps with friends and save a link to download the full song when it becomes available on streaming platforms.

Snap Inc. reached multiyear agreements with independent music publishers and labels including BMG Music Publishing, Kobalt Music Group, Merlin, the National Music Publishers’ Association, Universal Music Publishing Group, Warner Chappell Music and Warner Music Group.

The Featured Sounds list for Snapchat Sounds is curated and rotates, which helps users discover new and emerging artists, as well as established ones, and also helps facilitate friend-to-friend music recommendations.

When a Snapchat user receives a Snap with Sounds, they can swipe up to see the track’s album art, title and artist, and a “Play This Song” link allows them to listen to the full song on streaming platforms including Apple Music, SoundCloud and Spotify.

Snapchat is also testing the ability for Snapchatters to create their own sounds, as TikTok users can do, and add them to Snaps, and the company said it expects to roll this out globally in the coming months.


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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