You’d be forgiven for wondering whether there was much left to announce, so comprehensively have Snapchat’s plans to add media to its messaging app been covered in recent months. Still, ‘Discover’ will be announced later today according to the New York Post.
As previously reported, it’ll be a new section of the Snapchat app offering video, music and articles. Launch partners include Comedy Central, Food Network, CNN, National Geographic, Vice and – here’s the point of interest for Music Ally readers – Warner Music Group.
WMG’s involvement hadn’t been previously reported, but the Post claims it’ll be “jumping aboard with DJ Chris Miles, who is expected to do voice-overs and introduce new tracks”. If true, this is part of a period of experimentation for WMG, which is also a key launch partner for short-form videos startup Vessel, whose consumer beta went live last week.
The Post claims that Discover will be supported by advertising, with a revenue share “slightly more favourable to partners than the typical 70 percent retained by media partners on other outlets like Apple iTunes”.
As we’ve written before, Snapchat getting into media is getting plenty of media folk hot under the collar at the prospect of a new distribution channel for those hard-to-reach “millennials” – 100 million of them, according to the last rumours on Snapchat’s active users.
What’s missing – at least from this report on Snapchat’s plans – are two companies previously tipped as launch partners for Discover: Vevo and Spotify. Vevo reportedly balked at Snapchat’s commercial terms, but the status of Spotify is unknown. With an announcement expected today, we’ll keep you posted.