Earlier today, Twitter released its official #music app.[1] This first release, like Vine before, is iPhone-only with a web counterpart. I believe that Music, more than Vine, can give an indication of the direction Twitter may take in regards to its media strategy. But first, I’d like to highlight two excerpts from Twitter’s blog post announcing Music:
Twitter and music go great together. People share and discover new songs and albums every day. Many of the most-followed accounts on Twitter are musicians, and half of all users follow at least one musician. This is why artists turn to Twitter first to connect with their fans — and why we wanted to find a way to surface songs people are tweeting about.
Today, we’re releasing Twitter #music, a new service that will change the way people find music, based on Twitter. It uses Twitter activity, including Tweets and engagement, to detect and surface the most popular tracks and emerging artists. It also brings artists’ music-related Twitter activity front and center: go to their profiles to see which music artists they follow and listen to songs by those artists. And, of course, you can tweet songs right from the app.
“Tweets and engagement” are key factors of the algorithm Twitter is using to “detect and surface” tracks, both popular and emerging. The fact that half of all users (active or not) follow at least one musician on Twitter is an important metric to keep in mind. Read more




