Social media app Snapchat launched Discover Jan. 28, its latest feature and an effort to bring a wide array of editorial content to its users through media partnerships including CNN, National Geographic, Cosmopolitan, and even Warner Music Group.
The new feature will offer full screen photos and videos, in addition to long-form content layouts and advertising. The blog announcement goes into detail on Discover’s goals.
“All too often, artists are forced to accommodate new technologies in order to distribute their work. This time we built the technology to serve the art.”
While the video clips featured are still only a few seconds long, Snapchat says it wishes to offer quality content through, “editors and artists, not clicks and shares, to determine what’s important.”
In its first few hours on the app, Warner Music Group has featured stories about Ed Sheeran, Diplo, David Guetta, Drake, and a few pop hopefuls sprinkled in among its featured clips. It is unclear if they plan to open the platform to the individual artists themselves or if they will stick to their current editorial format. But as we have already seen through Afrojack, Skrillex, and a few other artists, Snapchat has become a viable source to tease tracks from forthcoming albums and to give fans a glimpse into each superstars production process.
It is too early to know if Discover will prove to be a contemporary source for news, art, and music, or even if its users will resonate with the content Snapchat’s media partners deem “worthy”. It might all end up being another attempted advertising ploy if Snapchat fans don’t like what they see.