One Direction are in the news for their use of Snapchat, but thankfully not in a scandalous way.
The band revealed the tracklisting for their new album ‘Made in the A.M.’ via Snapchat, with a video featuring a Segway plus the app’s new lightning-strike lens.
It’s the latest sign of Snapchat’s growing appeal as a marketing channel for artists. In fact, this is something that digital marketing consultant Katie Ray, from 1D’s management firm Modest Management, discussed at Music Ally’s Future Music Marketing event in April, after her fellow panelists said artists were often wary of Snapchat.
“I’m seeing pushback from artists on the exact same thing. They’re either using it, it’s a personal thing, but it’s not something they see as a platform to engage with their fanbases on,” she said then.
“And everyone wants exclusive content and there’s only so much to go around. Is this platform worth driving everyone to for 24 hours?”
In 1D’s case, the answer is now yes – not least because the Snapchat video quickly appeared on other platforms like YouTube too.