Apple today announced a Snapchat account for Apple Music that initially provides a behind-the-scenes look at Beats 1 Radio and its personalities while also showing off segments of the cities it operates from with some music playing in the background. It's unknown what kind of content the account will provide in the future.
The account's first Snapchat "story", which is the combination of multiple photos and videos taken throughout its first day of operation, takes followers on a journey from Beats 1's Los Angeles HQ with Zane Lowe, watching as he works on his show before it switches to London and fellow DJ Julie Adenuga. After watching Adenuga work, the account changes course to Ebro Darden in New York City.
The account provides an interesting look into the work environments of Beats 1's three DJs, with each of them showing off their equipment and enthusiasm for the music they're playing. Adenuga's segment includes her teasing an interview with musical artist Ellie Goulding, answering questions and letting users know they should check out the For You tab of Apple Music. The Snapchat story, which currently sits at 184 seconds, is being updated periodically throughout the day.
Apple has thus far taken a very liberal approach to using social media to draw awareness to Apple Music, heavily using Twitter, Instagram and Tumblr to tease and announce exclusive music, interviews and music videos. Snapchat, whose users tend to be younger, is yet another progression of that effort. Snapchat users can follow Apple Music on the service by adding "applemusic" as a friend.