Twitter’s Sophomore Album: New Music Strategy To Focus On Conversations, Partnerships


Twitter has ditched its dedicated #Music app, the product of the acquisition of We Are Hunted, a social music discovery startup. But that doesn’t mean it’s dropping out of music altogether – the company has new plans for music tie-ins according to the Wall Street Journal, but it’s going to focus more on partnerships, conversations and supplementary content rather than on the music itself.

With #Music, Twitter was aiming to be a jukebox-style destination, with support for full streaming through partnerships with Spotify and Rdio. But with its new approach, which the WSJ says will be rolled out sometime this week, the focus will less on accessing the actual music, and more on music conversations and content including “bite-sized” music videos from partner Vevo. Other partners for the new plan will include SoundCloud, the music sharing network, and also potentially Beats Music, the Internet radio spin-off from the popular headphone…

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