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An In-Depth Look at Twitter #music
By: Jennifer Stack
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On the heels of Coachella, but not on a #MusicMonday, Twitter publicly released their new music discovery app Twitter #music in the U.S., Canada, the UK, Ireland, Australia, and New Zealand via iOS app on April 18, 2013. Twitter #music, is a new service that uses Twitter activity, including Tweets and engagement, to:
  • Detect and surface the most popular tracks and emerging artists
  • Bring artists’ music-related Twitter activity front and center
  • Analyze profiles to see which music artists users' follow and listen to songs by those artists
  • Tweet songs right from within app
A blow to Android users on the eve of receiving Facebook Home access first, the Twitter #music app is only available for mobile iOS devices. The Web version interface is very visual and reminiscent of Pinterest or Tumblr, reinforcing the need for design-oriented information architecture across the digital landscape.
Twitter partnered with popular music streaming services Spotify and Rdio to play full songs and iTunes to preview music within the app. Default settings play song previews from iTunes within the Twitter #music app. Subscribers to Rdio and Spotify can log in to their accounts to enjoy full tracks that are available in those respective catalogs. Twitter has stated there will be additional music service providers incorporated within Twitter #music in the future.
Music tweeted by the artists or individuals you follow on Twitter can be listened to within the Twitter #music app by navigating to the #NowPlaying tab. Barriers to entry seem minimal and standard as signing up for the app will give Twitter #music authorization to read and write within your Twitter handle. While this is definitely a consumer product, brands will undoubtedly leverage the exciting new tool via repurposing popular songs for posts to optimize consumer connection and engagement or market research to select music partnerships for endorsements, contesting, giveaways, events, etc.
Will you be using the Twitter #music app or checking out the #NowPlaying stream in Twitter to discover new music? Do you want the brands you follow to do the same? Sound off in the comments!

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About the Author
Jennifer Stack is a Social Media Strategist at a digital advertising agency. She was a 2011 Notable.ca YP Social Media Finalist. International Marketing Communication, MA. International Marketing Strategy, MSc. LinkedIn + Twitter.
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