Twitter #Music launched with great fanfare given that one of the major web companies of our time is behind it. But, just as Microsoft learned, being big doesn't always lead to successful products. People soon started trashing Twitter #Music, both the mobile and web app, and now Twitter is said to be about to shut down the mobile app. Given that they just hired Bob Moczydlowsky as head of music, these first efforts will ultimately be simply that. Music at Twitter has a lot of potential so I'm sure there's plenty more to come.
As every tech blog in the universe is currently reporting, Mike Isaac at All Things D writes that Twitter is:
"strongly considering killing off its Twitter #Music mobile application, according to multiple sources familiar with the matter. It is unclear what Twitter’s time frame is for ultimately ending support for Twitter #Music, as the company is currently in the midst of revamping its music department. But sources tell AllThingsD that the app’s fate is nearly sealed."
What's odd is that no mention is made of the web app which launched at the same time as the iOS app. I've got a question in to Isaac so I'll update if I hear back.
Twitter #Music Developed in Isolation
As Isaac notes, the Twitter #Music apps were developed in isolation and launched independently, rather than as a new Twitter feature, by Kevin Thau and the acquihired team from We Are Hunted. Thau moved on after launch and former Topspin SVP Bob Moczydlowsky is now head of Twitter Music.
With the Twitter #Music app rapidly dropping down the charts, it's no surprise that it's getting pulled. But Twitter #Music led to a Spotify app, Rdio playlists and "Twitter #Music-powered [iTunes Radio] stations" among other related projects.
With Moczydlowsky on board, there's clearly more to come for music at Twitter whatever the fate of the Twitter #Music app.
Why Didn't the Twitter #Music App Succeed?
As Mashable's Christina Warren notes:
"In my opinion, Twitter #Music has failed to take off with users in part because it should be a feature built into the main Twitter experience, not a separate app and interface. I don't want to use a separate app to discover new songs on Twitter, I'd much rather have Twitter #Music exist as a separate tab within the app itself..."
"A separate app makes sense for a service such as Vine, which has a separate social graph and different type of content-discovery purpose. With Twitter #Music, however, the separate experience just makes it less likely that anyone will use the app."
I tend to agree but also, by the time Twitter #Music launched, it was hard for me to care about yet another service. Nevertheless, if a visible tab was part of my Twitter account, then I'd probably have checked out Twitter #Music much more than I have to date.
- Topspin SVP Moz Moves To Twitter To Head Music
- Twitter #Music In Action With New Spotify App and Playlists On Rdio
- Twitter Jumps Into Music: Acquires We Are Hunted, Develops App w/Soundcloud, iTunes & VEVO
Hypebot Senior Contributor Clyde Smith (@fluxresearch/@crowdfundingm) also blogs at Flux Research and Crowdfunding For Musicians. To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.