How long do you listen to a song before you decide to skip to another one? How long do you give a new song before you make a snap decision on whether you like it or not? Yeah, me, too. Our collective attention spans are getting shorter and shorter. What does that mean for the construction of songs? Music Industry Blog muses about the 15-second song.
Music messaging apps have become something of a boom area in recent years with the likes of MSTY, Dubsmash, PingTune, Flipagram and WordUp pursuing a variety of approaches. It is clear that messaging and music sharing both play to the fundamental human need to connect. What has been less clear is the market opportunity in the context of booming growth among pure play messaging apps like LINE and WhatsApp. The global number of monthly active users of messaging apps is now over 5 billion (which compares to just 2.6 billion for social networks). Messaging platforms are the new place digital audiences congregate. Conscious of the need to add to, rather than compete with, the messaging incumbents, music messaging app Musical.ly has taken a different approach. Instead of creating a soundtrack for messages it has focused on an Instagram-meets-Vine use case, with users creating their own videos to accompany a selection of songs served up by the app. It may seem like a relatively subtle difference but it has created an utterly different use case, one that challenges the very essence of what music consumption actually is, and what a song should be.
I’d been aware of Musical.ly for some time (music messaging apps, along with artist subscription apps, is one of the areas of music innovation that I’m currently paying a lot of attention to). But what really woke me up to the power of Musical.ly was seeing my daughter use it. Within seconds she was creating her first video, finding friends and racking up the likes. In a very similar way to Instagram Musical.ly is a perfect fit for the tweens and early teens. It appeals to the peacocking psychology of kids as they explore and define their identities, and as they learn about friendships and social circles.