Snapchat filters can truly be anything. They can transform your face, you can create your own for events, and recently they have been used for music releases. Ed Sheeran hadn't released any music in quite some time, so creative marketing and PR was crucial for getting the public excited about his music again. For the release of his song, Shape of You, a Snapchat filter popped up right before the release. The filter was simply sunglasses with a blue rim that played a teaser of ten seconds of the song before it was released. This definitely created hype and was spread through out the Snapchat universe quickly.
After this crazy, creative marketing move, The Chainsmokers had to get on board. The Chainsmokers is the most recent artist or band to release a song teaser via snapchat. This filter was very similar to Ed's, except it had words on it that explained what it was. This filter also assisted with the spread of the song and increased hype for the release.
Does this mean that Snapchat filters is the new way to release music? Snapchat filters have previously been used for advertising, but never had sound with them. This type of filter opens the door for other artists to do the same, and could potentially be utilized for other industries as well. Utilizing sound for fun things like music releases is innovative and cool, it is important that industries wanting to do the same don't think this is a means for old school advertising. This would not go over well with consumers and would definitely make this concept lose its cool factor.