iHeartRadio, formerly Clear Channel Radio, is launching an iHeartRadio Discover channel.
The new partnership gives Snapchat Discover users access to custom-created content by iHeartRadio, including music programming and culture, entertainment news, behind-the-scenes videos, celebrity interviews, and updated photo galleries, according to iHeartRadio.
The free channel also offers some more whimsical interactive features -- for example, a photo app that juxtaposes Donald Trump’s iconic toupee on celebrities’ heads.
Users can add the iHeartRadio Discover channel by scanning a Snapcode or navigating to the Snapchat Discover menu.
Snapchat’s other media partners include BuzzFeed, CNN, Comedy Central, ESPN, Vice, the Food Network, National Geographic, Cosmopolitan and People. It recently dropped Yahoo and Warner Music, which were originally launch partners for the service.
According to a May interview with Snapchat founder Evan Spiegel by Bloomberg, the social messaging service plans to ramp up its advertising efforts in Discover as part of a larger move to monetize traffic more effectively.
Discover is not the only option for mainstream media and brands looking to boost their exposure with Snapchat.
Also in May, Major League Baseball struck an agreement with Snapchat to contribute video, as well as user-generated baseball content, to Snapchat’s “Our Stories” feature, with a series of weekly stories called “MLB Wednesdays.”
Other professional sports leagues have also begun posting content on Snapchat, including the NFL, NBA, and NHL.