Over the last year, Josh Legg, an electronic musician who performs under the name Goldroom, has noticed a change in how his fans interact with him online. More have turned from Twitter to Snapchat, the mobile app on which short messages digitally self-destruct after a few seconds.
This week, in a further embrace of the platform, Goldroom will release four music videos on Snapchat, made with the company’s involvement and shot in a way that takes advantage of how people hold their phones. Unlike virtually all music videos, TV shows and films, Goldroom’s videos will be in vertical, or “portrait,” format.