Chinas Bytedance bins Musical.ly in favour of TikTok

TikTokBytedance Technology, parent of China’s AI-powered news aggregator Toutiao, has decided to merge Musical.ly with its short-video sharing platform TikTok.

Under the merger, Musical.ly will cease to exist and users will be moved over to a revamped version of TikTok instead. The new app will keep most of both platforms’ features and existing users but will carry a new logo and interface.

Some of the new capabilities that will be introduced to the app include a ‘reaction’ feature to enable users to react to their friends’ videos directly from the phone and enhanced creative tools; enhanced creative tools; virtual reality-type filters; green screen-like backgrounds; and a digital wellbeing feature with a screen management alert hen users have been using the app for over two hours.

“Musical.ly recently reached a new milestone of 100m monthly active users and we are excited to enter into a new chapter,” said Alex Zhu, co-founder of Musical.ly and SVP of TikTok. “TikTok, the sound of a ticking clock, represents the short nature of the video platform. We want to capture the worlds creativity and knowledge under this new name and remind everyone to treasure every precious life moment. Combining musical.ly and TikTok is a natural fit given the shared mission of both experiences – to create a community where everyone can be a creator.”

Along with the new app, TikTok will launch creator programs to provide technical support, performance insights, and guidance on growth strategy. Also, the video sharing platform will introduce a safety centre in order to provide tips and resources on a variety of topics.

The revamped TikTok is available via the App Store or Google Play, while existing Musical.ly users will receive an automatic upgrade to TikTok when they update the app.

Bytedance acquired Musical.ly toward the backend of 2017 for a fee believed to be around $800m. However, last month it shut down Live.ly – Musical.ly’s livestreaming app – opting to direct users to try out LiveMe, which is a rival platform which Bytedance is an investor.

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