Musical.ly is evolving faster than expected

No social media platform impacts the music industry more than Musical.ly. Users (known as “musers”) don’t just share your content, they star in it. They choreograph, direct, and film a music video on an artist’s behalf, then blast it out to a captive audience eager to do the same. With amateur musers boasting audiences of 500,000+ and fetching north of 100,000 likes per post, it has never been easier to market music on the Internet.

Can Buick take 500k people for a test drive in a weekend? Can Oreo put the “Fruity Crisp” in half a million lunchboxes on the last day of school? No. But if you’re in the music business, that level of engagement is achievable on Musical.ly. You just need to know how to generate it.

Wale, for example, caught lightning in a bottle last week with the #moonwalkchallenge. Over 500,000 teenagers* made videos for his new single, “My PYT,” in two days. Those weren’t one-click retweets or double-tap hearts, they were short films recorded by discrete individuals designed to entertain. Do you think any of them bought or streamed the full track over the weekend? I know I did.

Thus far, the Derulos, Trainors, and Grandes of the world have enjoyed the benefit of swapping celebrity tweets for direct Musical.ly exposure. Their contests have been featured, hashtags made to trend, and notifications pushed to countless users. The artists get hundreds of millions of impressions, Musical.ly sees a spike in downloads, and everyone wins! But Musical.ly's $100 million Series A round ought to be closed by now and the company is seeing more national media coverage than the Curry 2’s. Soon, Musical.ly won't need your Top 40 traffic trades anymore.

Enter the influencer marketing campaign. 

Whether you’re charting at radio or dropping your first single, a well executed Musical.ly strategy is your most valuable digital marketing tool. Our clients reached 20 million fans on Musical.ly last weekend, generating over 1.5 million likes and 10,000 comments. Musical.ly influencers are an important part of your music marketing strategy and ROI is proving worthwhile. Feel free to reach out for more info and catch up on some notable coverage below to better understand the opportunity.

*researched estimate

The Secret Behind the App Musical.ly // CNBC

The Origin and Future Of America's Hottest New App // Forbes

Demi Lovato Surprises Winner of 'GMA's' Musical.ly Challenge // ABC News

Video Social Network Quickly Capturing The Tween And Teen Markets // Inc.