ADOTAS — Is Twitter entering into the music game? Sources are tweeting “yes” and the Twitter Music App for iOS will be launching soon to compete with some heavy-hitters in the social music space like Spotify, Pandora, Rdio and even iTunes. Last Friday, at the start of Coachella, Twitter created an online page that piqued everyone’s curiosity and passion for music. When users click to sign in, they are asked to give Twitter permission to access their personal Twitter accounts in order to fuel the trending music application.
Specifically, the new music app offered by Twitter will scan a user’s feed and access the musical tastes of friends to recommend new music on the platform. With over 200 million users around the globe, this surely gives people something to Tweet about.
“Music is one of the most tweeted topics,” said Ted Cohen, a former label executive who is now a consultant to digital music companies. “Discovery is critical to the growth of music, and the new gatekeeper is recommendations from trusted sources.”
For now, only a handful of celebrities and influencers have access to the new Twitter App, like Ryan Seacrest, who has been tweeting nonstop about the news. Everyone else will need to wait at least a week to gain access to this new music listening and shopping platform, bound to give iTunes and Amazon music a run for their money. One note: While Spotify is able to snap into Facebook to drive additional traffic and listens, Twitter will need to stand on its own in order to develop a strong following, since Facebook integration is highly unlikely.
Here are a few additional screenshots provided to Adotas revealing parts of the new music interface.
Combining social with music seems like the ultimate formula for Twitter, which has been playing with different ways to monetize its offerings over the last several months. The company has recently ramped up its Sponsored Tweets platform to drive revenue.
Spotify, with its 24 million users and 6 million subscribers, has been ramping up its online presence recently, taking over YouTube’s home page on Tuesday and promoting an elaborate 18-minute, multi-part documentary that captures “a day in the live” of the band Phoenix.” The estimated $400,000 ad purchase is part of a larger $10 million marketing campaign aimed at capturing marketshare from Google and YouTube by providing alternative avenues for music other than the popular video upload venue.
Google’s YouTube is also rumored to be developing its own music subscription service, so it begs the question why they would allow Spotify to run this type of promotion on its site. While the answer is most likely related to money, it promotes speculation as to whether or not the two entities are in cahoots to form a money-making music empire. Now that Twitter is entering the fray, this might not be such a bad idea.
As Peter Kafka reported in All Things D, the real reason for Spotify’s ad campaign on YouTube may be linked to the fact that Spotify has grown quickly over the last several years and needs to increase its listening audience exponentially to satisfy investor and management requirements.
According to Erin Clift of Spotify, “We are running an integrated marketing campaign, and when you think about where you get the most reach . . . YouTube is certainly right up there with television.”