Home >Tech-news >News >Twitter’s second attempt at music

In its second attempt at adding a music service, social media network Twitter Inc has launched a new feature, Audio Cards.

Users can add ‘dockable’ music players via the Audio Cards in the timeline to stream audio content, along with photos, videos and messages that already exist in their timeline.

Twitter has announced a tie-up with Berlin-based SoundCloud, an audio streaming portal. SoundCloud lets a user upload audio content, whether a podcast or music.

Available on Apple devices as well as devices running on Google Inc’s Android operating system, Audio Cards will allow users to listen to music, podcasts or any other audio content directly from a Twitter timeline.

Earlier, users could embed music in their timelines, but now they will be able to listen to it while they browse.

“Throughout your listening experience, you can dock the Audio Card and keep listening as you continue to browse inside the Twitter app," said Richard Slatter, product manager for Twitter Inc in a company blogpost. Just tap to listen a song and then swipe to dock the player to the side while you continue browsing the timeline.

The SoundCloud partnership brings access to audio clips from various artists and organizations like the White House, Nasa, Washington Post, BBC World Service, Entertainment Weekly Radio and many more. For instance, French DJ David Guetta shared his new remix on SoundCloud with his followers. The remix appeared as a music player with comments and links to other music.

Twitter also announced a partnership with Apple Inc. which will let users listen to selected un-released content and buy directly from the iTunes store. According to a Wall Street Journal news report, Twitter will not get a cut from the purchase. The feature hopes to draw new users to exclusive music content. It will also give artists an opportunity to promote and share their new work with fans.

Currently only one song, ‘Something from Nothing’ by American rock band Foo Fighters from their new album Sonic Highway, is available under the iTunes tie-up. The iTunes player in Twitter plays the full song, while the iTunes store plays a less-than-two-minute preview.

“We’re just beginning to test the Audio Card and plan to make it available to more partners and creators in the future so that many more musical artists and creators will be able to share exclusive, in-the-moment audio to millions of listeners on Twitter," says the Twitter blog.

This is another attempt by Twitter at moving away from being a text-heavy platform. A timeline looks more appealing now because of images, emojis or smileys and video ads.

This is Twitter’s second attempt at music. In April 2013, it launched its own music app Twitter #Music in partnership with Spotify, AB, Rdio and iTunes. The app used to curate conversations around music and artists on Twitter for music discovery. It pulled the plug on #Music in March 2014. It was built by the team behind We Are Hunted, which Twitter acquired in 2012 and was subsequently shut down.

According to a Recode report, in June, Twitter was considering buying SoundCloud but backed out. If the deal had happened, it would have been Twitter’s most expensive acquisition, says the report. In January, SoundCloud got $60 million in funding which valued the company at $700 million.

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