Snippit is a media sharing and social networking app for iOS that is worth considering for its integration of music. Users pair short clips from songs, up to 10 seconds long, with individual photos that are then displayed in a public stream. Links to iTunes for track sales are included. I spoke earlier this week with co-founders Joe Grano and Sam Jurist about Snippit and how it might help musicians.
My brief use of the app suggested that the main feed is the big draw, especially for those without a network of friends on Snippit. The short length of the audio clips makes the Snippit posts easy to consume.
The audio clips are on autoplay which normally would be a horrendously annoying choice. However given their brevity and the way the feed flows it actually ends up seeming integral to the app. Having to click on each audio clip can become a surprisingly powerful obstacle to users.
I had initially gotten confused and thought of Snippit as a messaging app. Previous efforts of which I'm aware to make music messaging work have failed and I believe that's partly due to the somewhat bulky nature of using whole songs to communicate relatively brief messages.
Though Snippit is more of a Twitter-like public feed of posts mostly combining pics and audio clips, Sam Jurist and Joe Grano did agree that whole songs are too awkward for quick browsing as entertainment.
Focusing on brief clips allows Snippit to claim fair use but they're also trying to find ways to support musicians. Linking out to iTunes is one way they're doing that.
They also feel that musicians will be able to use Snippit to promote as they would on other social media platforms. And though Snippit's feed is currently only available via the mobile app, individual posts can be linked to and shared on the web.
We discussed marketing possibilities, such as encouraging fans to create the best post using a particular song or clip. Certainly contests and the like have worked well on such platforms, especially in the early days, but the draw for musicians will ultimately become strongest if a vibrant community emerges.
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Hypebot Senior Contributor Clyde Smith (Twitter/Facebook) is currently relaunching All World Dance. To suggest topics about music tech, DIY music biz or music marketing for Hypebot, contact: clyde(at)fluxresearch(dot)com.