Snapchat is hard to game. There is no way to "like", comment, link, or repost. Photos and videos posted to the app must be under ten seconds long, and even the public "My Story" feature lasts for only 24 hours. Since the content disappears in a day, it's difficult to measure longterm. It is an experience geared toward mobile use, and there’s no way for users to monetize their Snapchat influence within the app. The options for editing are limited to a handful of filters, geotags, a text box, and a "paintbrush"—this isn’t Photoshop.
There is an intimacy between musician and fan that is easily lost in platforms like Instagram and Twitter, as artist social media pages frequently become branches of PR campaigns where artists rarely contribute at all. Snapchat’s focus on the visual impermanence makes it harder for managers and PR teams to interfere with artists’ expression, creating the perfect platform for music fans interested in what goes on behind the scenes. Snaps can function as a running tour diary or simply a window into what happens between the studio and the stage. Snapchat does not dole out blue checks of authenticity, it’s just endless clips of artists messing around with their friends and pulling back the thin curtain of 2015 fame.
Cashmere Cat - miiaaoo
The Norwegian producer and DJ Cashmere Cat saw mainstream exposure last year producing for Ariana Grande, but his Snapchat lacks any pop star sheen. Fairly elusive on social media, his Snaps are typically him and his friends goofing off backstage with plenty of scenes in and out of airports. But as a DJ in the festival age, his best Snaps are not of him in front of the crowd, but his other DJ friends, as if their dad kept taking bad cell phone videos to show his co-workers.
Galcher Lustwerk - galcher
On his Soundcloud, the Brooklyn electronic producer Galcher Lustwerk’s only form of personal social media is his Snapchat name. The mysterious house producer, who frequently obscures his face, doesn’t reveal too much about his day-to-day life. In a way his Snapchat operates like a non-interactive Tumblr with clips of him working on music, split second clips of anime, and abstract information about shows he’s performing that night. Obtuse, but in a way that makes perfect sense.
Justin Bieber - rickthesizzler
Justin is a man of few words on social media. His mystique is crucial to his appeal; part of the fun for his devoted army of Beliebers is filling in the gaps. And if there is anyone capable of creating compelling narratives from a cryptic tweet, it’s teen girl mega fans. Bieber has never directly explained the origin of his Snapchat username, "rickthesizzler"—what do you mean, Bieber? Some fans theorize it’s the name of his country alter ego, a character he plays in some Snap videos where he wears sunglasses and speaks with a faux-southern accent. Far from unfiltered, Bieber runs a tight ship to to maintain his PG-13 image. Regardless of how well versed you are in Belieber folklore, his Snapchat is worth following just to catch a glimpse of the quiet superstar in motion.
Kehlani - kehlanitsunami
Oakland-based singer Kehlani’s Snapchat effortlessly strikes a difficult balance; its visual curation is deliberate and consistent, without coming off as try-hard or impersonal. It’s not dumb luck—she walks this line expertly in her street style and musical output as well. Kehlani’s Snaps include exploring new cities, her squad cramming in a van together, hitting the studio, smoking, drinking, and dancing in hotel rooms, sometimes taken with a fisheye lens or greyscale filter. All of it done in a way that looks Tumblr ready, but also like anyone having fun with her friends. If her collaboration with Charlie Puth on "Hotline Bling" was a surprise it shouldn't have been—Kehlani snapped her time in studio recording the track before its release.
Rihanna - Rihanna
There’s no such thing as too many pictures of Rihanna. Queen Rih’s Snapchat makes a great companion to her Instagram; her Instagram is a polished work of art, and her Snapchat is the "behind the scenes" bonus, featuring lip gloss application and lots of singing along with friends. Rihanna rarely takes the camera herself, and often doesn’t even acknowledge it. Instead, her assistant films their days and provides some commentary of her own. But it’s not all about Phresh Off the Runway fashion-icon Rihanna—the Snaps document day trips on a boat, destinations, and most memorably, that time she found a dog in the bathroom of a club and brought it home with her.
Schoolboy Q - hoovaq
Schoolboy Q’s Snaps include what you’d expect from Q: weed (and brews). But it is compelling for the glimpses it gives of his home life: making dad jokes, teaching his daughter how to nae-nae, and playing with his dog. Q has a great sense of humor, poking fun at cliche rapper flexes (while still flexing)—think counting money with his feet, and kicking around a giant jar of weed.
Slim Jimmy - jxmmi
One of half of Rae Sremmurd, Slim Jimmy uses Snapchat the way one would expect of a young rapper still in the glo-up of early career success. Snaps of women, weed, and fellow Rae Sremmurdians Swae Lee and DJ Jay Sremm are what occupy most of his feed. Even when he badly injured his leg at Governors Ball earlier this year, the Snaps didn’t stop. That is is all just part of his Snapchat life: showing the rap highs, lows, and many nights telling fans to join him on "Grand Theft Auto".
Skrillex - Skrillex
Skrillex is a warm and charismatic dude. Though he doesn't control his Snapchat during his own DJ set—he isn’t just pressing play in the booth—the rest of the time it’s clearly Sonny’s world on display. Goofy selfies with other DJs—why are Ü friends with Diplo, Sonny?—private jet trips and weird jokes with his friends that clearly only he or one of his friends in the Snaps find funny. Even with all of the trips to Ibiza and Las Vegas, one of Skrillex’s best Snapchat moments was just him at a dog park.
Vic Mensa - vicsavemoney
Vic Mensa could’ve been a comedian if rapping wasn’t his current calling. The young Chicago rapper’s Snaps function as a parody motivation speaker: "Y'all need to be more/ Do more/ Get more." These Snaps get funnier each successive time by including friends and strangers off the street, all while interspersed with skateboarding, pranks, and covers of Blur’s "Song 2" and Future’s "Codeine Crazy".