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Snapchat works with record labels to add new in-app music

This image is the Snapchat logo and an iphone being held near it.
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Snapchat is currently in discussions with "major record labels" to create more options for users to incorporate music into posts, the Wall Street Journal reports.

What to watch: Music content is now a necessity for social media, a former Snapchat employee told the WSJ. Snapchat is looking to add features that mirror TikTok and Instagram Stories — likely, as a way to compete.

The big picture: The music licenses Snapchat is trying to obtain would not allow the company to provide on-demand music streaming. People familiar with the matter told the WSJ there are no deals presently in place, but "discussions have intensified in recent weeks."

Go deeper: Snapchat launches new gaming service, platform and ad updates