diff --git a/src/discord/gateway.go b/src/discord/gateway.go
index f2ef817..a35994a 100644
--- a/src/discord/gateway.go
+++ b/src/discord/gateway.go
@@ -593,7 +593,7 @@ func (bot *botInstance) messageCreateOrUpdate(ctx context.Context, msg *Message)
 	}
 
 	if msg.ChannelID == config.Config.Discord.ShowcaseChannelID {
-		err := bot.processShowcaseMsg(ctx, msg, false)
+		err := bot.processShowcaseMsg(ctx, msg)
 		if err != nil {
 			logging.ExtractLogger(ctx).Error().Err(err).Msg("failed to process showcase message")
 			return nil
@@ -601,14 +601,14 @@ func (bot *botInstance) messageCreateOrUpdate(ctx context.Context, msg *Message)
 		return nil
 	}
 
-	if msg.ChannelID == config.Config.Discord.JamShowcaseChannelID {
-		err := bot.processShowcaseMsg(ctx, msg, true)
-		if err != nil {
-			logging.ExtractLogger(ctx).Error().Err(err).Msg("failed to process jam showcase message")
-			return nil
-		}
-		return nil
-	}
+	// if msg.ChannelID == config.Config.Discord.JamShowcaseChannelID {
+	// 	err := bot.processShowcaseMsg(ctx, msg)
+	// 	if err != nil {
+	// 		logging.ExtractLogger(ctx).Error().Err(err).Msg("failed to process jam showcase message")
+	// 		return nil
+	// 	}
+	// 	return nil
+	// }
 
 	if msg.ChannelID == config.Config.Discord.LibraryChannelID {
 		err := bot.processLibraryMsg(ctx, msg)
diff --git a/src/discord/showcase.go b/src/discord/showcase.go
index 7ca9f3e..ad2dda0 100644
--- a/src/discord/showcase.go
+++ b/src/discord/showcase.go
@@ -14,6 +14,7 @@ import (
 	"git.handmade.network/hmn/hmn/src/assets"
 	"git.handmade.network/hmn/hmn/src/config"
 	"git.handmade.network/hmn/hmn/src/db"
+	"git.handmade.network/hmn/hmn/src/hmndata"
 	"git.handmade.network/hmn/hmn/src/logging"
 	"git.handmade.network/hmn/hmn/src/models"
 	"git.handmade.network/hmn/hmn/src/oops"
@@ -26,7 +27,7 @@ var reDiscordMessageLink = regexp.MustCompile(`https?://.+?(\s|$)`)
 var errNotEnoughInfo = errors.New("Discord didn't send enough info in this event for us to do this")
 
 // TODO: Turn this ad-hoc isJam parameter into a tag or something
-func (bot *botInstance) processShowcaseMsg(ctx context.Context, msg *Message, isJam bool) error {
+func (bot *botInstance) processShowcaseMsg(ctx context.Context, msg *Message) error {
 	switch msg.Type {
 	case MessageTypeDefault, MessageTypeReply, MessageTypeApplicationCommand:
 	default:
@@ -63,15 +64,60 @@ func (bot *botInstance) processShowcaseMsg(ctx context.Context, msg *Message, is
 			return oops.New(err, "failed to create snippet in gateway")
 		}
 
-		if isJam {
-			tagId, err := db.QueryInt(ctx, tx, `SELECT id FROM tags WHERE text = 'wheeljam'`)
-			if err != nil {
-				return oops.New(err, "failed to fetch id of jam tag")
-			}
+		u, err := FetchDiscordUser(ctx, bot.dbConn, newMsg.UserID)
+		if err != nil {
+			return oops.New(err, "failed to look up HMN user information from Discord user")
+			// we shouldn't see a "not found" here because of the AllowedToBlahBlahBlah check.
+		}
 
-			_, err = tx.Exec(ctx, `INSERT INTO snippet_tags (snippet_id, tag_id) VALUES ($1, $2)`, snippet.ID, tagId)
+		projects, err := hmndata.FetchProjects(ctx, bot.dbConn, &u.HMNUser, hmndata.ProjectsQuery{
+			OwnerIDs: []int{u.HMNUser.ID},
+		})
+		if err != nil {
+			return oops.New(err, "failed to look up user projects")
+		}
+		projectIDs := make([]int, len(projects))
+		for i, p := range projects {
+			projectIDs[i] = p.Project.ID
+		}
+
+		// Try to associate tags in the message with project tags in HMN.
+		// Match only tags for projects in which the current user is a collaborator.
+		messageTags := getDiscordTags(msg.Content)
+		type tagsRow struct {
+			Tag models.Tag `db:"tags"`
+		}
+		itUserTags, err := db.Query(ctx, tx, tagsRow{},
+			`
+			SELECT $columns
+			FROM
+				tags
+				JOIN handmade_project AS project ON project.tag = tags.id
+				JOIN handmade_user_projects AS user_project ON user_project.project_id = project.id
+			WHERE
+				project.id = ANY ($1)
+			`,
+			projectIDs,
+		)
+		if err != nil {
+			return oops.New(err, "failed to fetch tags for user projects")
+		}
+		iUserTags := itUserTags.ToSlice()
+
+		var tagIDs []int
+		for _, itag := range iUserTags {
+			tag := itag.(*tagsRow).Tag
+			for _, messageTag := range messageTags {
+				if tag.Text == messageTag {
+					tagIDs = append(tagIDs, tag.ID)
+				}
+			}
+		}
+
+		for _, tagID := range tagIDs {
+			_, err = tx.Exec(ctx, `INSERT INTO snippet_tags (snippet_id, tag_id) VALUES ($1, $2)`, snippet.ID, tagID)
 			if err != nil {
-				return oops.New(err, "failed to mark snippet as a jam snippet")
+				return oops.New(err, "failed to add tag to snippet")
 			}
 		}
 	} else if err != nil {
@@ -519,29 +565,42 @@ func saveEmbed(
 	return iDiscordEmbed.(*models.DiscordMessageEmbed), nil
 }
 
-/*
-Checks settings and permissions to decide whether we are allowed to create
-snippets for a user.
-*/
-func AllowedToCreateMessageSnippet(ctx context.Context, tx db.ConnOrTx, discordUserId string) (bool, error) {
-	canSave, err := db.QueryBool(ctx, tx,
+type DiscordUserAndStuff struct {
+	DiscordUser models.DiscordUser `db:"duser"`
+	HMNUser     models.User        `db:"u"`
+}
+
+func FetchDiscordUser(ctx context.Context, dbConn db.ConnOrTx, discordUserID string) (*DiscordUserAndStuff, error) {
+	iuser, err := db.QueryOne(ctx, dbConn, DiscordUserAndStuff{},
 		`
-		SELECT u.discord_save_showcase
+		SELECT $columns
 		FROM
 			handmade_discorduser AS duser
 			JOIN auth_user AS u ON duser.hmn_user_id = u.id
 		WHERE
 			duser.userid = $1
 		`,
-		discordUserId,
+		discordUserID,
 	)
+	if err != nil {
+		return nil, err
+	}
+	return iuser.(*DiscordUserAndStuff), nil
+}
+
+/*
+Checks settings and permissions to decide whether we are allowed to create
+snippets for a user.
+*/
+func AllowedToCreateMessageSnippet(ctx context.Context, tx db.ConnOrTx, discordUserId string) (bool, error) {
+	u, err := FetchDiscordUser(ctx, tx, discordUserId)
 	if errors.Is(err, db.NotFound) {
 		return false, nil
 	} else if err != nil {
 		return false, oops.New(err, "failed to check if we can save Discord message")
 	}
 
-	return canSave, nil
+	return u.HMNUser.DiscordSaveShowcase, nil
 }
 
 /*
@@ -720,3 +779,14 @@ func messageHasLinks(content string) bool {
 
 	return false
 }
+
+var REDiscordTag = regexp.MustCompile(`>([a-zA-Z0-9]+(-[a-zA-Z0-9]+)*)`)
+
+func getDiscordTags(content string) []string {
+	matches := REDiscordTag.FindAllStringSubmatch(content, -1)
+	result := make([]string, len(matches))
+	for i, m := range matches {
+		result[i] = strings.ToLower(m[1])
+	}
+	return result
+}
diff --git a/src/hmndata/snippet_helper.go b/src/hmndata/snippet_helper.go
index 84e5c09..0fa1acb 100644
--- a/src/hmndata/snippet_helper.go
+++ b/src/hmndata/snippet_helper.go
@@ -41,6 +41,33 @@ func FetchSnippets(
 	}
 	defer tx.Rollback(ctx)
 
+	if len(q.Tags) > 0 {
+		// Get snippet IDs with this tag, then use that in the main query
+		type snippetIDRow struct {
+			SnippetID int `db:"snippet_id"`
+		}
+		itSnippetIDs, err := db.Query(ctx, tx, snippetIDRow{},
+			`
+			SELECT DISTINCT snippet_id
+			FROM
+				snippet_tags
+				JOIN tags ON snippet_tags.tag_id = tags.id
+			WHERE
+				tags.id = ANY ($1)
+			`,
+			q.Tags,
+		)
+		if err != nil {
+			return nil, oops.New(err, "failed to get snippet IDs for tag")
+		}
+		iSnippetIDs := itSnippetIDs.ToSlice()
+
+		q.IDs = make([]int, len(iSnippetIDs))
+		for i := range iSnippetIDs {
+			q.IDs[i] = iSnippetIDs[i].(*snippetIDRow).SnippetID
+		}
+	}
+
 	var qb db.QueryBuilder
 	qb.Add(
 		`
@@ -50,8 +77,6 @@ func FetchSnippets(
 			LEFT JOIN auth_user AS owner ON snippet.owner_id = owner.id
 			LEFT JOIN handmade_asset AS asset ON snippet.asset_id = asset.id
 			LEFT JOIN handmade_discordmessage AS discord_message ON snippet.discord_message_id = discord_message.id
-			LEFT JOIN snippet_tags ON snippet.id = snippet_tags.snippet_id
-			LEFT JOIN tags ON snippet_tags.tag_id = tags.id
 		WHERE
 			TRUE
 		`,
@@ -62,9 +87,6 @@ func FetchSnippets(
 	if len(q.OwnerIDs) > 0 {
 		qb.Add(`AND snippet.owner_id = ANY ($?)`, q.OwnerIDs)
 	}
-	if len(q.Tags) > 0 {
-		qb.Add(`AND snippet_tags.tag_id = ANY ($?)`, q.Tags)
-	}
 	if currentUser == nil {
 		qb.Add(
 			`AND owner.status = $? -- snippet owner is Approved`,
@@ -92,34 +114,59 @@ func FetchSnippets(
 		Owner          *models.User           `db:"owner"`
 		Asset          *models.Asset          `db:"asset"`
 		DiscordMessage *models.DiscordMessage `db:"discord_message"`
-		Tag            *models.Tag            `db:"tags"`
 	}
 
-	it, err := db.Query(ctx, dbConn, resultRow{}, qb.String(), qb.Args()...)
+	it, err := db.Query(ctx, tx, resultRow{}, qb.String(), qb.Args()...)
 	if err != nil {
 		return nil, oops.New(err, "failed to fetch threads")
 	}
 	iresults := it.ToSlice()
 
-	result := make([]SnippetAndStuff, 0, len(iresults)) // allocate extra space because why not
-	currentSnippetId := -1
-	for _, iresult := range iresults {
+	result := make([]SnippetAndStuff, len(iresults)) // allocate extra space because why not
+	snippetIDs := make([]int, len(iresults))
+	for i, iresult := range iresults {
 		row := *iresult.(*resultRow)
 
-		if row.Snippet.ID != currentSnippetId {
-			// we have moved onto a new snippet; make a new entry
-			result = append(result, SnippetAndStuff{
-				Snippet:        row.Snippet,
-				Owner:          row.Owner,
-				Asset:          row.Asset,
-				DiscordMessage: row.DiscordMessage,
-				// no tags! tags next
-			})
+		result[i] = SnippetAndStuff{
+			Snippet:        row.Snippet,
+			Owner:          row.Owner,
+			Asset:          row.Asset,
+			DiscordMessage: row.DiscordMessage,
+			// no tags! tags next
 		}
+		snippetIDs[i] = row.Snippet.ID
+	}
 
-		if row.Tag != nil {
-			result[len(result)-1].Tags = append(result[len(result)-1].Tags, row.Tag)
-		}
+	// Fetch tags
+	type snippetTagRow struct {
+		SnippetID int         `db:"snippet_tags.snippet_id"`
+		Tag       *models.Tag `db:"tags"`
+	}
+	itSnippetTags, err := db.Query(ctx, tx, snippetTagRow{},
+		`
+		SELECT $columns
+		FROM
+			snippet_tags
+			JOIN tags ON snippet_tags.tag_id = tags.id
+		WHERE
+			snippet_tags.snippet_id = ANY($1)
+		`,
+		snippetIDs,
+	)
+	if err != nil {
+		return nil, oops.New(err, "failed to fetch tags for snippets")
+	}
+	iSnippetTags := itSnippetTags.ToSlice()
+
+	// associate tags with snippets
+	resultBySnippetId := make(map[int]*SnippetAndStuff)
+	for i := range result {
+		resultBySnippetId[result[i].Snippet.ID] = &result[i]
+	}
+	for _, iSnippetTag := range iSnippetTags {
+		snippetTag := iSnippetTag.(*snippetTagRow)
+		item := resultBySnippetId[snippetTag.SnippetID]
+		item.Tags = append(item.Tags, snippetTag.Tag)
 	}
 
 	err = tx.Commit(ctx)
diff --git a/src/templates/mapping.go b/src/templates/mapping.go
index 7b154ba..f6f178c 100644
--- a/src/templates/mapping.go
+++ b/src/templates/mapping.go
@@ -370,7 +370,7 @@ func TimelineItemsToJSON(items []TimelineItem) string {
 		builder.WriteString(`",`)
 
 		builder.WriteString(`"tags":[`)
-		for _, tag := range item.Tags {
+		for i, tag := range item.Tags {
 			builder.WriteString(`{`)
 
 			builder.WriteString(`"text":"`)
@@ -382,6 +382,9 @@ func TimelineItemsToJSON(items []TimelineItem) string {
 			builder.WriteString(`"`)
 
 			builder.WriteString(`}`)
+			if i < len(item.Tags)-1 {
+				builder.WriteString(`,`)
+			}
 		}
 		builder.WriteString(`]`)