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.

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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.

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Galcher Lustwerk - galcher

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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.

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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.