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MØ, Flume, and How To Dress Well to Feature in Snapchat Media Brand Sweet’s Music Issue

The social media platform will allow viewers to get interactive.

by Krystal Rodriguez
Oct 14 2016, 7:16pm

Photo of MØ, courtesy of the artist

These days, what happens (or gets uploaded) on social media, stays on social media like a grease stain that fades with time but never truly goes away. The 2011 launch of multimedia platform Snapchat, however, was a breath of fresh air thanks to its impermanent nature, in which the content users broadcast atuo-deletes after a certain amount of time.

That fleeting quality is exactly what makes Snapchat-only media brand Sweet's next move so odd, and yet, pretty cool. As Variety reports, Sweet, a channel partnership between Snap, Inc. and Hearst, is launching its first annual music issue on the platform. Its cover story is a shoot and profile of rising Danish pop star MØ, most known for her vocal feature on Major Lazer's crossover smash "Lean On." Also appearing in the issue are singer How To Dress Well, who will sing ten seconds from a song made during his birth year in a segment called "Birthday Song"; Flume, for a video feature; and a history of dance music.

The platform will allow viewers to get interactive with the content, too, as the publication writes: "the channel will employ GIFs, video, and conversational elements throughout the entire issue, as well as shareable Spotify playlists that users can snap and share with friends." Users are also encouraged to snap replies to Sweet editors by sharing a song that changed their lives.

Sweet's music issue goes live on Sunday, October 16, on Snapchat's Discover channel for a mere 24 hours before it's gone.