Meet Snapchat's 'dudeocracy' of talent

Despite some clumsy partnerships with brands and scrappy tools, Snapchat's most evangelistic users say this is the new platform for emerging talent

A meeting of Snapchat evangelists held in the heart of London's hipster Silicon Roundabout district could have been ripe for mockery. And there was a lot of social media buzzwordery, with popular Snapchatters, brands and ad agencies talking about how the social app is evolving.

Most of the Snapchat users at SnapHappen - an independent event not organised by Snapchat itself - describe themselves as "storytellers" and "great artists", even those whose stories are bro-tastic vlogs or top-five listicle videos, and whose art is often promotional content for brands. The first mention of "thinking out of the box" came after 10am, but it wasn't the last unfortunate quote.