Fans can immerse themselves in the world of Cowboy Carter through an AI-generated visual experience. You can appear as Cowboy Carter in Snaps, accompanied by “SWEET ★ HONEY ★ BUCKIIN’” playing in the background. The full album is accessible in Snapchat’s Sound Library for use in any Snaps, Stories, or Spotlight videos.
New custom Cowboy Carter outfits are also available for Bitmoji. Beyoncé fans can purchase the same merchandise designs to wear in real life, including a Cowboy Carter Sash, crop tops, t-shirts, denim cowboy hats, and more. This move is reminiscent of the merch promotions on Roblox, where Rolling Stones fans can find digital merchandise for the band.
“We offer numerous ways for Snapchatters to express their fandom for their favorite artists, whether by adding Sounds to a Snap or Story, or by combining music with iconic Lenses,” says Manny Alder, Head of Music Strategy at Snapchat. “We’re excited to introduce our first-ever Lens experiences and Bitmoji Merch collection in partnership with Beyoncé. It’s a new way for our community to show support and engage with her iconic new album alongside friends on and off Snapchat.”
Snapchat’s Bitmoji are digital avatars that represent users across the platform. Snapchat acquired Bitmoji in 2016 for a reported $100 million, when the startup was focused on creating personalized comic strips called ‘Bitstrips.’ Since then, the avatar customization aspect of Bitmoji has expanded into the 3D era, allowing Snapchat to sell digital merch for these avatars.
Roblox and Epic Games’ Fortnite have been leveraging the digital merch trend for years, so it’s notable that Snapchat is finally embracing it with a celebrity partnership. Users can access new Bitmoji clothing through the Snap Store.
