Snapchat is purportedly now looking to offer even more support to an even broader range of creators via a new 'Sounds Creator Fund' designed to make emerging independent artists still get more distribution and visibility on the platform by providing audio uploads that can subsequently get tacked into users' Snaps.

Snapchat initially launched Sounds, which let users include song clips into their Snaps.
Since then, it has continued to increase the amount of audio available by licencing many records from different record companies, and independent artists can even upload their tracks through DistroKid, offering another avenue for connection with audiences and more recognition.

This will further expand on this with added funding based on usage with the top Sounds creators able to draw in up to $100,000 per month in distribution grants through the app.

Popular Sounds will also qualify to appear in Snapchat Lenses or in Spotlight, creating an expanded means of accessing an audience.

According to Snap's Head of Music Partnerships Ted Suh:

"We want to be empowering the independent and emerging artists who are really driving creation on Snapchat. Through meaningful funding and creative support, we want to empower artists to continue creating and pursuing a career in music.".

Meta had a similar program last year, in partnership with DistroKid, that would allow unsigned musicians to make their content available on Facebook and Instagram, free. TikTok has its 'SoundOn' program, too, and an agreement for distribution with UnitedMasters, to push emerging artists.

Snap and TikTok's programmes are more similar, opening up even more opportunities for a broader scope of artists, which may help make Snap an even bigger factor in brand growth and connection.

And with 347 million users, many musicians will be certainly keen to explore the option, to drive more engagement with their music in the hope of hitting these new funding goals.

The program continues Snap's approach to boosting usage through cash incentives, which it also used to entice creators into its Spotlight short-form video option. Though that program eventually ran into problems, when Snap looked to scale back its payments.
That will happen again with its music fund? It's only a matter of time before Snap will need to reduce those payouts. But perhaps by then, more artists will have grown their audiences within the app and made it a more practical, useful platform for music promotion - and helped Snap remain at the forefront of the trends.