Twitter to Launch                    Sasha Hudson,                      27/03/2013                           Music Service...
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2013 3 27 mindshare digital po v twitter to launch music service

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2013 3 27 mindshare digital po v twitter to launch music service

  1. 1. Twitter to Launch Sasha Hudson, 27/03/2013 Music Service Ollie Killick & David NorrisBackgroundIn January, Twitter launched Vine, a six second (or less) video sharing service. Now it is set tolaunch a music service – knowing eight out of ten of the most followed accounts are musicians.DetailsTwitter recently acquired We Are Hunted, a software company whose search algorithms are built toaggregate popular new music. We Are Hunted’s music discovery service was accessible by web, iOS,Android and Spotify apps. Twitter is using this software to develop its own standalone musicdiscovery and streaming service and will leverage its existing relationship with SoundCloud for thestreaming element. The service will be called Twitter Music and will be launched as a standalone iOSapp very soon. When you load up the app for the first time, Twitter Music will suggest that you signin using your Twitter account – your experience will then be personalized based on your Twittersocial graph. It’s rumored that there will be four main tabs in the app: ‘Suggested’ will recommendtracks for you based on artists you follow and artists other users you follow are following. Thehashtag ‘#NowFollowing’ will aggregate tracks tweeted by people you follow when they use it –meaning you can recommend tracks easily to your social graph. ‘Popular’ will bring in songs thatare trending, and ‘Emerging’ which will bring in tracks from up-and-coming artists. If you want tolearn more about an artist, you’ll be able to click through to a short bio and play other tracks ontheir SoundCloud account. You’ll also be able to follow artists on Twitter directly from the app.ImplicationsThis is a highly competitive market. Facebook recently launched its OpenGraph technology whichenables services like Spotify and SoundCloud to heavily appear in news feeds, and Google hasconfirmed that it is looking to introduce a music subscription service of its own. Spotify recently hitsix million Premium subscriptions, and there are many other major global music streaming servicessuch as Deezer, Napster, rara.com, Music Unlimited and Xbox Music. It is not yet known whetherTwitter will charge subscription fees to use the app, but it has been refining its commercial modelrecently, with revenues forecast to increase to $1 Billion by 2014; 58% of this from mobile. Vinevideos have enriched the promoted tweet product – brands like GE and Gap have been using Vineswithin promoted tweets. It’s possible that Twitter will encourage the music industry to use TwitterMusic in a similar way to promote new tracks, or it could even look to generate revenue from paiddownloads or commissions on ticket sales.SummaryThis move by Twitter highlights another example of a world where music and media are converging.Leveraging Twitter functionality and scale with SoundCloud for content should – in theory – makeboth media brands stronger and enhance the experience for the end user. The ambition to keeppeople in Twitter makes perfect sense and harnessing content (Twitter Cards, Vine and now TwitterMusic) will do that. Twitter Music looks like the focus will be more fun (than serious muso) whereyou can easily find a new tune, and for people to dip in and out. The company is looking tointegrate more content into its platform to raise engagement. As a brand this will no doubt open upsponsorship integration opportunities – Twitter Music Charts, etc. - but also the ability to useSoundCloud with scale – which for the right brand and brief when combined with this functionalitycould be very powerful.Sources:http://www.m-magazine.co.uk/news/twitter-to-launch-music-service/http://www.guardian.co.uk/technology/2013/mar/14/twitter-launch-music-servicehttp://www.thedrum.com/news/2013/03/14/twitter-reportedly-set-release-music-streaming-apphttp://news.cnet.com/8301-1035_3-57573859-94/twitter-acquires-we-are-hunted-readies-standalone-music-app/http://mashable.com/2013/01/28/twitter-videoads-are-here/http://www.digitaltrends.com/social-media/twitter-plans-to-launch-its-own-app-thatll-help-you-discover-new-music/

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