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For Snapchat's Next Trick, Music Videos

(Hypebot) – Breaking new ground for Snapchat, popular electronic dance musician, Goldroom, will be debuting their new EP as well as four videos exclusively on Snapchat Discover. Snapchat worked directly with Goldroom to produce top quality vertical videos optimized for their massive mobile audience. A new video will be released daily beginning May 22nd.

Josh Deutsch, CEO and co-founder of Downtown Records speaks highly of the partnership saying, “Snapchat is a powerful content distribution platform and we are excited to partner and share these beautifully shot videos, designed mobile first, with fans around the world. As music discovery has become more fragmented, the Snap Channel takeover is an innovative way for us to introduce Goldroom to a young, engaged audience.”