Snappys Debut! Kylie Jenner, David Dobrik Win Big at Snapchat's Awards Show

Snapchat ventured into the world of awards with the launch of 'The Snappys,' transforming its Santa Monica headquarters into a celebration space for the platform's top content creators. The event, which was streamed live, aimed to recognize influencers in various categories such as entertainment, comedy, music, sports, and beauty. DJ Khaled, a longtime user of the platform, was honored with a Lifetime Achievement Award.

Comedian Matt Friend hosted the evening, while Kehlani was expected to close the event with a special performance, which did not materialize, marking one of the setbacks of the inaugural ceremony. The bright yellow carpet welcomed guests before entering the cocktail hour and the intimate show with a capacity of a few hundred people.

During his monologue, Matt Friend did not hesitate to satirize the growing trend of social media platforms creating their own awards. He joked about the saturation of awards events, from classics like the Grammys, Emmys, and Oscars, to the possibility of hypothetical Venmo or Google Chrome Extension awards.

Friend pointed out that Snapchat joins the list of platforms organizing their own events, following in the footsteps of TikTok, which held its first U.S. awards show in December, and Instagram, which announced its 'Rings' awards program. These observations reflect a reality in the world of social media, where competition for recognition and attention is increasing.

Comedian Matt Friend continued his acidic humor by comparing the name 'Snappys' to a sexually transmitted disease from the late 19th century. In addition, he mocked the choice of the event venue, suggesting that Snap opted for its own office to avoid additional costs.

Friend also addressed the overall landscape of social media, mentioning concerns about TikTok as a national security threat and Meta's plans to incorporate facial recognition into its glasses, while Snapchat focuses on its signature puppy filters. Despite his criticisms, Friend praised Snapchat for being "the golden retriever of social media: loyal, lovable, and completely unbothered."

Despite the presence of some prominent creators such as David Dobrik, JoJo Siwa, and Harry Jowsey, the 'Snappys' ceremony was marred by low attendance from the winners. Matt Friend himself joked about the absence of stars like Sabrina Carpenter, Benson Boone, and Kim Kardashian, who were apparently unaware of the existence of the awards.

The situation was compounded by the cancellation of Kehlani's performance, which had been promoted throughout the night. A Snapchat representative explained that the artist was unable to perform for personal reasons. DJ Khaled also accepted his Lifetime Achievement Award through a virtual video message.

Despite the setbacks, the night recognized important figures such as Kylie Jenner, Ashley Graham, Leon Thomas, and Dwight Howard. David Dobrik took home the most important award of the night, 'Creator of the Year,' dedicating his trophy to Jim Shepherd, head of content partnerships at Snapchat. Kylie Jenner was awarded 'Comeback Star'.

The full list of winners included Zaina Sesay, Cheyenne Davis, Adam W, Mohamad El Asmar, Rachel Levin, Ella Moncrief, Nick Vans, Ashton Hall, Lala Milan, Ari Fletcher, Leilani Green, Jack Mancuso, Lauren Ashley Beck, Dimucc, Justus and Kayla Tucker, and Katie Austin.