Snap has set up a new grant program to pay indie musicians behind popular songs on Snapchat. It created the Snapchat Sounds Creator Fund to "recognize emerging, independent artists for the critical role they play in driving video creations, inspiring internet trends and defining cultural moments," according to a blog post.
Starting in August, the fund will give artists who distribute music on Snapchat Sounds via DistroKid up to $100,000 in total each month. For now, the program is limited to 20 songs each month. The artists behind each of the songs Snapchat selects will receive $5,000. "We want to support the independent and emerging artists that are driving creation on Snapchat," said Snap's global head of music partnerships Ted Suh said.
Artists need to be at least 18 years old to be eligible (or 16 if they have written consent from a parent or guardian). Snap says artists can't apply for a grant and it will decide recipients at its own discretion.
Snapchat started letting users attach music to snaps through the Sounds feature in October 2020. Creators have made more than 2.7 billion videos with music from Sounds and have accrued more than 183 billion views in total. The Snapchat Sounds Creator Fund seems like a reasonable way to reward musicians whose work has become a viral hit on the platform or helped creators to express themselves.