So if I were to say to you that Snapchat was thinking about getting into the music business, you'd probably do what I did.
Nod your head, and think of something akin to its photo product, where the photo "disappears" after you've shared it. (Of course, it doesn't, because nothing digital leaves no trace, but in theory, anyway.) And you could picture that appealing to record labels, with their constant fear of pirates, pirates everywhere and limited understanding of the digital world.
But you'd be wrong. I was wrong. Snapchat's ambitions are more Empire-building than a mere app:
Mobile messaging service Snapchat could be formulating plans to launch its own music label, according to information in leaked Sony emails.Yeah. Snapchat don't want to launch a service, they want to launch a label.
Reported correspondence between Sony's president of global digital business, Dennis Kooker, reveal that Snapchat CEO Evan Spiegel has dreams of being a curator.
While a music service isn't on the cards, a record label "so [Spiegal] could focus on the artists that he wants to use the platform to promote," could well be.
What a terrible idea. But perhaps, at last, Spiegel has found a way to create something digital that will vanish almost instantly, leaving no trace at all.