Apple Music has teamed up with social network Musical.ly as part of new integration deal, which will allow users of the Musical.ly app to stream songs in full.
As of today (April 28), Musical.ly users who are also Apple Music subscribers will have the ability to play a song from start to finish inside musical.ly. The integration also allows users to save their favourite songs to a custom musical.ly playlist, in addition to listening to playlists curated by musical.ly at applemusic.com/musically.
The social platform is designed allow users to share music and related entertainment content with others.
“At musical.ly we are focused on providing our passionate community of musers with the best experience possible when it comes to discovering new music,” said Alex Hofmann, president of musical.ly, North America. “The integration with Apple Music gives ‘musers’ a new listening experience and further layers into their connection with the music they are already creating content to in musical.ly. We are excited about the possibilities this creates for ‘musers’ to share and discover new music with their friends.”
With its core audience comprised of 13-25-year-olds, the network is looking to establish itself as a key destination for music discovery and for creators to launch careers. Last October it launched a new programme called #NextWave to support music discovery on the app. Every month, the #NextWave folder is filled with 15 songs from new and emerging artists. The artist that has the most videos created to their song in the #NextWave folder, receives a run on musical.ly’s homepage, providing exposure to over 200 million users.
#NextWave winners so far include Anne-Marie's Alarm, Charli XCX's After The Afterparty, Timeflies' Gravity, Marian Hill’s Down, and MadeinTyo’s Skateboard P.