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 users since its 2014 launch – and created its very own digital stars and passionate creator community of “Musers.” Since Thursday (Aug. 2), the Musical.ly app is no longer available. Users will likely be migrated to Tiktok Likes, a comparable short-form video-sharing app from Chinese internet giant Bytedance. The shift to consolidate Musical.ly’s audience with TikTok comes after Bytedance closed the buying of Musical.ly in November 2017 in a deal reportedly worth up to $1 billion.
Existing Musical.ly user accounts, content and followers will automatically proceed to the newest TikTok app, according to the company. Bytedance says TikTok has 500 million active monthly users worldwide, and the company concluded it made sense to merge Musical.ly and TikTok under one roof.
In June, Musical.ly shut down Live.ly, its live-streaming companion app, and encouraged users to change to Cheetah Mobile’s LiveMe, an identical 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 sizable following, mostly within the U.S., with 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 attempt to widen its appeal being a social-video platform; it also had struck content partnerships with Viacom, NBCUniversal and Hearst Magazines Digital Media to produce original short-form series for Musical.ly.
According to Bytedance, the upgraded TikTok app incorporates the most famous aspects of both TikTok and Musical.ly apps. It contains a feed that highlights content from the users’ community and features a personalized video recommendations according to viewing preferences. “Combining musical.ly and TikTok is really a natural fit due to 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 several new creator programs to offer tech support, performance insights and assistance with growth strategy. Upcoming features planned for TikTok will incorporate: a “reaction” feature which allows users to respond 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 once they update the existing app.
TikTok is situated in L.A., with offices in London, Tokyo, Seoul, Shanghai, Beijing, Singapore, Jakarta, Mumbai, and Moscow. Musical.ly’s head of North American operations, Alex Hofmann, left the company in January after the Bytedance deal. The short-form video app, that had a lot more than 100 million active monthly users, was no more provided by Thursday (August 2).
If you’ve never used the app before, Musical.ly allows users to generate and share music videos of those singing or lip syncing. The Musical.ly back catalogue includes pop songs, as well as comedy dialogue as well as the dnyrhd of other users. Fans of the app could share their creations on Instagram and Snapchat and spawned several Musical.ly influencers through the years. Yet, which is around now, as Musical.ly has become bought out by TikTok.
What exactly is TikTok and why does it own Musical.ly? Chinese video platform TikTok is taking over Musical.ly, merging the 2 app powerhouses. In China, the app is called Douyin and has over 300 million monthly active users, much larger than Musical.ly’s reach. Whilst TikTok relies around users uploading short videos of themselves, like good old Vine utilized to do, it doesn’t have the focus on music and songs like Musical.ly did.