Twitter #Music reportedly near its end

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Issue Date: 
Oct 21 2013 - 11:00am

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Tech and social realms burst into chatter Saturday evening when AllThingsD reported that Twitter would soon pull the plug on its #Music service, introduced just six months ago. Engadget speculated that the departure of Kevin Thau from Twitter, project head for #Music, might have left the still-new music-discovery app without a will to survive.

Twitter #Music always seemed an incomplete service, though with attractive features. The iOS app took off strong, then faded from the popularity charts. The service is not often in the news or conversation around music streaming platforms.

Hooking into music references on Twitter, #Music leads with the social aspect of music sharing which, for other services, is secondary. As such, #Music is an effective discovery milieu, rewarding the lean-in user with unexpected long-tail bands and artists. The default setting plays 90-second song clips from the iTunes Store, which by itself is unsatisfactory -- there is no native capability to play whole songs. (Similarly, the BBC’s new Playlister product requires a hook into Spotify, YouTube, or Deezer for whole-song listening. We have doubts about it, as expressed here.)

In fact, #Music can invoke Spotify or Rdio for users who have signed up with either one, and doing so turns Twitter’s app into a lean-back listening station driven by Twitter-based music charting. Set up that way, Twitter #Music is entertaining, illuminating, underrated, and, following the initial flush of curiosity, underused.

No official word from Twitter about the fate of #Music. We’ll keep up the vigil.

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