Alesso’s reputation has been burgeoning in recent times, having previously opened for Madonna on her MDMA tour, and has remixed David Guetta’s ‘Titanium’, Keane’s ‘Silenced By The Night’, and OneRepublic’s ‘If I Lose Myself’.
You may remember Afrojack premiered his new album through 10 second Snapchat Stories back in March, so the hitherto ephemeral social network has clearly been making moves in this direction for a while already. But by taking to Snapchat to premiere his video, Alesso is adding weight to the notion that Snapchat is becoming a pretty powerful brand tool, à la Twitter. Heck, even the police are using it.
It’s not yet clear whether the Alesso move represents part of Snapchat’s upcoming ‘Discovery’ service, which is rumored to be teasing publishers and media companies with the prospect of getting their ads, news and videos in front of millions more eyeballs. We’ve reached out for more details on this, and will update here.
At any rate, the video will debut on Snapchat at 16.30 (GMT) on September 12, ahead of the full global launch on VEVO half-an-hour later. Meanwhile, you can listen to ‘Tear the Roof Up’ below, ahead of the official video launch on Friday.