Artists and labels are sliding songs into augmented-reality filters on TikTok, Snapchat, and Instagram to promote music
The use of AR filters has surged in the last year on social media. On Snapchat, more than 250 million users engage with augmented reality each day, driving over 6 billion daily plays, the company told Insider. In April, when TikTok moved its AR-creation tool Effect House out of closed beta, itthat augmented-reality effects had accumulated over 600 billion views across 1.5 billion videos on its app globally.
"What's cool about AR filters is that they're globally understood," Laurel Cass, head of music operations at the marketing firm Creed Media, told Insider."You can create a filter that transcends language and cultural barriers. They're also easily accessible." Snap, which ushered AR into the social-media mainstream via Lenses, announced in August a multi-year partnership with Live Nation to build custom augmented-reality experiences for festivals like Electric Daisy Carnival and Lollapalooza. In February, the company a new music-recommendation system to encourage users to add songs alongside its AR lenses.
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