It’s the end of the road for Musical.ly, the short-form video app that grew to a lot more than 100 million active monthly people since its 2014 launch – and spawned its very own digital stars and passionate creator community of “Musers.” As of Thursday (Aug. 2), the Musical.ly app is no longer available. Users will be migrated to Tiktok Likes, a comparable short-form video-sharing application from Chinese internet giant Bytedance. The move to combine Musical.ly’s audience with TikTok comes after Bytedance closed purchasing of Musical.ly in November 2017 in a deal reportedly worth as much as $1 billion.
Existing Musical.ly user accounts, content and followers will automatically go on to the newest TikTok app, based on the company. Bytedance says TikTok has 500 million active monthly users worldwide, as well as 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 similar app by which Bytedance had committed invested $50 million in funding.
Musical.ly started life as an app that let users record themselves lip-syncing along to songs and audio clips. It gained a large following, mostly inside the United states, using a user base skewing toward tween and teenage girls. Inside an update a year ago, Musical.ly tried to broaden the app’s feature set to try to widen its appeal being a social-video platform; additionally, 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 famous components of both TikTok and Musical.ly apps. It includes a feed that highlights content coming from a users’ community and has a personalized video recommendations based on viewing preferences. “Combining musical.ly and TikTok is really a natural fit because of the shared mission of both experiences – to make a community where everyone can be quite a creator,” Alex Zhu, co-founder of Musical.ly and senior VP of TikTok, said in a statement.
Bytedance said TikTok will launch a number of new creator programs to offer technical support, performance insights and guidance on growth strategy. Upcoming features planned for TikTok includes: a “reaction” feature that 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 is accessible via Apple’s App Store and Google Play. Existing musical.ly users will automatically upgrade to TikTok whenever they update the existing app.
TikTok is situated in L.A., with offices inside london, 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 a lot more than 100 million active monthly users, was no longer provided by Thursday (August 2).
If you’ve never used the app before, Musical.ly allows users to produce and share music videos of those singing or lip syncing. The Musical.ly back catalogue includes pop songs, in addition to comedy dialogue as well as the dnyrhd of other users. Fans in the app could share their creations on Instagram and Snapchat and spawned several Musical.ly influencers through the years. Yet, that is certainly all over now, as Musical.ly has become taken over by TikTok.
Precisely what is TikTok and how come it own Musical.ly? Chinese video platform TikTok is taking over Musical.ly, merging the two app powerhouses. In China, the app is known as Douyin and contains over 300 million monthly active users, much bigger than Musical.ly’s reach. Whilst TikTok is situated around users uploading short videos of themselves, like good old Vine utilized to do, it doesn’t possess the increased exposure of music and songs like Musical.ly did.