It’s the end of the road for Musical.ly, the short-form video app that expanded to greater than 100 million active monthly users since its 2014 launch – and created its very own digital stars and passionate creator community of “Musers.” As of Thursday (Aug. 2), the Musical.ly app is no available. Users will likely be transferred to Tiktok Likes, a similar short-form video-sharing application from Chinese internet giant Bytedance. The turn to consolidate Musical.ly’s audience with TikTok comes after Bytedance closed purchasing of Musical.ly in November 2017 in a deal reportedly worth approximately $1 billion.
Existing Musical.ly user accounts, content and followers will automatically go on to the newest TikTok app, according to the company. Bytedance says TikTok has 500 million active monthly users worldwide, and also the company concluded it made sense to merge Musical.ly and TikTok under one roof.
In June, Musical.ly de-activate Live.ly, its live-streaming companion app, and encouraged users to change to Cheetah Mobile’s LiveMe, a comparable app where Bytedance had committed invested $50 million in funding.
Musical.ly started life as being an app that let users record themselves lip-syncing along to songs and audio clips. It gained a large following, mostly in the Usa, having a user base skewing toward tween and teenage girls. In an update this past year, Musical.ly tried to broaden the app’s feature set to try and widen its appeal as a social-video platform; in addition, it had struck content partnerships with Viacom, NBCUniversal and Hearst Magazines Digital Media to generate original short-form series for Musical.ly.
In accordance with Bytedance, the upgraded TikTok app incorporates the most popular components of both TikTok and Musical.ly apps. It provides a feed that highlights content coming from a users’ community and has a customized video recommendations according to viewing preferences. “Combining musical.ly and TikTok is actually a natural fit given the shared mission of both experiences – to produce a community where everyone could be a creator,” Alex Zhu, co-founding father of Musical.ly and senior VP of TikTok, said in a statement.
Bytedance said TikTok will launch a number of new creator programs to provide tech support, performance insights and guidance on growth strategy. Upcoming features planned for TikTok will include: a “reaction” feature which allows users to react to friends’ videos; enhanced creative tools like interactive gesture filters and “fun-house mirror camera effects”; and greenscreen-like background effects. TikTok can be obtained via Apple’s App Store and Google Play. Existing musical.ly users will automatically upgrade to TikTok whenever they update the current app.
TikTok is situated in L.A., with offices in the uk, Tokyo, Seoul, Shanghai, Beijing, Singapore, Jakarta, Mumbai, and Moscow. Musical.ly’s head of North American operations, Alex Hofmann, left the organization in January right after the Bytedance deal. The short-form video app, that have more than 100 million active monthly users, was will no longer provided by Thursday (August 2).
If you’ve never used the app before, Musical.ly allows users to create and share music videos of them singing or lip syncing. The Musical.ly back catalogue includes pop songs, in addition to comedy dialogue and also the dnyrhd of other users. Fans in the app could share their creations on Instagram and Snapchat and spawned several Musical.ly influencers over the years. Yet, that is throughout now, as Musical.ly has been taken over by TikTok.
Precisely what is TikTok and how come it own Musical.ly? Chinese video platform TikTok has taken over Musical.ly, merging the 2 app powerhouses. In China, the app is called Douyin and contains over 300 million monthly active users, much larger than Musical.ly’s reach. Whilst TikTok is situated around users uploading short videos of themselves, like traditional Vine employed to do, it doesn’t possess the increased exposure of music and songs like Musical.ly did.