Snap Inc. has licensed rights from major labels and publishers, enabling Snapchat users to share popular tracks in their messages. 

The company has secured rights from several major music companies, including Warner Music Group, Universal Music Publishing Group and Merlin.

It brings Snapchat in line with competitors TikTok and Instagram, allowing users to share tracks without the risk of having videos taken down. It’s a valuable new revenue stream for the music industry, and transforms Snapchat into a useful promotional channel for artists.

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With TikTok under increased scrutiny in the US, it looks like Snapchat is positioning itself as a natural alternative.