Snap Inc, parent company of Snapchat, has launched Snapchat Sounds Creator Fund, a new grant program designed to support emerging and independent artists in India.
Starting this month, Snap will award prizes of up to $50,000 (about Rs 40 lakhs) each month to independent creators in India who post music on Snapchat through DistroKid, an independent music distributor that allows musicians to upload their legally purchased music to streaming services. .
The company has partnered with DistroKid to manage and distribute rewards of $2,500 (around Rs 2 lakhs) to as many as 20 artists every month.
Lakshya Malu, Snapchat’s Acting Head of Market Development, said when commenting on the launch, “Snap wants to help emerging independent artists produce great content and grow their brands by recognizing Sounds creators who are setting trends and defining cultural moments – not just based on their follower numbers. We are delighted to support independent and emerging artists in India who are leading creations on Snapchat. By providing meaningful funding and creative support ,
our goal is for artists to feel empowered to continue creating and pursuing a career in music.
In a statement, the company said that according to the company, independent musicians in India are key to generating new video content, influencing online trends and creating cultural moments on Snapchat and Spotlight.
With this feature, users will be able to include both their original music and music from other sources in their Snaps using the Sounds feature. According to the company, more than 2.7 billion videos on Snapchat have been made using Sounds music since the service was introduced, and those videos have received more than 183 billion views worldwide.
In order to monetize its market base of over 100 million users in India, Snapchat also launched its paid subscription service Snapchat+ earlier this year for Rs 49 per month.
The Sounds Creator Fund program is already in place in the United States.