Since rejecting Facebook's $3 billion cash offer in 2013, Evan Spiegel has showed no limits in his ambitions for Snapchat, exploding into crowdsourced journalism with Our Stories while also setting up future opportunities in music and politics.
This year, they've made a number of moves on the music front. At the beginning of the year, Snapchat launched Discover, their media play featuring mainstream media companies producing native Story-based content, with Warner Music as a launch partner (they've since been replaced by iHeartRadio). Then, Snapchat was in talks with Big Machine Records (most notable as Taylor Swift's record label) over a potential buyout that fell through. Now, as the year closes, Snapchat makes its most potent play into music journalism yet with its 2015 EDM Spotlight Discover channel.
The feed, created in-house by the social media company, features holiday greetings from Martin Garrix and Zedd alongside a large volume of content such as:
- An exclusive interview with Jack Ü.
- Backstage Pass videos featuring Kaskade and Flume
- An exclusive The Chainsmokers performance.
- 60 Seconds with Big Gigantic at Red Rocks
Spotify appears to be the channel's primary launch sponsor, buying a couple of ad pages in the feed. But the expansion of Snapchat's involvement with channels, from curation of user-submitted snaps to its own original content production, makes us wonder: will the page's content, like Megan Buerger's Jack Ü interview, live and die by Snapchat's 24-hour-cycle, or will there be space for archived material in Snapchat's ephemeral system? I guess we'll find out tomorrow, when Snapchat's musical vertical continues with a hip-hop focused spotlight.
Snapchat's Top Tracks You May Have Missed
1. ZHU - As Crazy As It Is
2. DJ Snake feat. Bipolar Sunshine - Middle
3. Blonde feat. Alex Newell - All Cried Out
Snapchat's EDM Three Artists to Watch in 2015
1. Mura Masa
2. Louis the Child
3. Bob Moses