Snap Inc. has revealed its new wave of Snap Originals — made-for-mobile shows for Snapchat. One will focus on the life of controversial rapper, Tekashi 6ix9ine.
The new shows will begin airing this fall on the Snapchat Discover page. Snapchat’s exploration of original content is one way the company is fending off giants like Facebook and Instagram. Instagram has less-than-shamelessly copied features that once set the Snapchat platform apart.
Snapchat says its original content is reflective of the community’s diverse voices, experiences, and passions. New series will be available across a wide range of genres.
Snapchat’s industry partners for its mobile storytelling venture include Paul Feig’s Powderkeg, Complex, Sirens Media, and Leftfield Pictures. Pete Wentz of Fall Out Boy is serving as producer and music supervisor.
The docuseries, called Tekashi69 VS The World, traces the rapper’s ‘rise and fall,’ starting with his earliest days growing up in Brooklyn through his chart-topping career through troubles with the FBI and his eventual incarceration. The docuseries will premiere some time next year.
The VS the World docuseries will explore the life and journey of some of the biggest names in hip-hop. The series will feature exclusive footage, commentary, and an original perspective for each figure covered.
Other series include Nikita Unfiltered, The Honeybeez, Driven, Mind Yourself, Everything’s Fine, Players, and Save Me. Snap also announced it will renew Bringing Up Bhabie, Two Sides, and Kappa Crypto.
Original content has paid off big-time for Snapchat. Time spent watching shows has tripled the total daily time spent by Snapchatters on the platform. Engagement with the Discover channel has increased 60% in that time. Snapchat reportedly reaches 90% of all 13-24 year-olds and 75% of 13-34 year-olds in the U.S., though that hold has slipped in recent years.
Of course, Snapchat faces major competition from Instagram and TikTok to capture that young demographic, and both are doubling down on music-related content.