Twitter Turns to Music. Again.

Anyone else remember the ill-fated experiment of Twitter Music? No? Don’t feel bad. It came and went in a blink, buried as an initiative that just didn’t work. But now Twitter, a company who has seen its American users drop by a third in the last two years–not good, obviously–maybe it’s time to try again.

The Australian Twitter division is working on something called the Blue Room, a way to connect musicians and other personalities with fans all over the planet. It’s been a slow start, but traction does seem to be building. Everyone from Imagine Dragons to Amy Schumer have given it a whirl so far with encouraging results. Click on the imagine to learn more.