Snapchat’s music ambitions just took another significant step forward, with parent company Snap seemingly having acquired startup Voisey, whose app is used to create and share original music videos.
We say ‘seemingly’ because neither company has yet commented, but the news – broken by Business Insider then followed up by TechCrunch – isn’t in doubt. Voisey’s four co-founders resigned as directors last month, replaced by two Snap executives, and the company’s official address is now Snap’s London office.
The news comes just three months after Snap announced music licensing deals with Warner Music Group, Warner Chappell, Universal Music Publishing, Merlin and a number of members of US publishing body the NMPA, and started testing a new feature letting people add music to their Snapchat posts.
Voisey is a very interesting addition though, because it’s an app for creating original music. Producers upload loops and beats, then Voisey users choose them to sing or rap over, before sharing the results. Our profile of the company in January is a good primer on what it’s been doing.
Co-founder Olly Barnes suggested to us that the app “could be the most amazing top of the funnel that the music publishing industry has ever seen – there’s never been a ‘songwriting camp’ like this”. In September one of Voisey’s first viral stars, Olivia ‘poutyface’ Knight, became its first success story: signing a label deal with Island Records and a publishing deal with Warner/Chappell.
Investors who agreed with the startup’s vision included Swedish songwriting stars Stargate, Platoon founder Denzyl Feigelson – Platoon had worked with Knight – and ie:music boss Tim Clark. Now we’re fascinated to see how that vision will develop within a much bigger social app. Snapchat ended the third quarter of this year with 249 million daily active users.