Last week we covered the rumours that Twitter was reported to be looking to bin Twitter Music after just six months. New details have emerged that suggest that, rather than heading for the dumper, it could actually be “folded into Twitter’s primary platform” and the only thing that is ending is its position as a standalone app. Billboard is citing sources who say that music is one of several categories – alongside TV, movies and news – that Twitter is planning to build in order to help it deliver more targeted ads. The piece also cast some light on the challenges former Topspin executive Bob Moczydlowsky faces in trying to correct what has been a somewhat fragmented experience for users.  “The challenges in growing a music app are how quickly listeners can hear the music and how easily they can share it,” says digital music consultant Jonathan Sasse. “The first part, consuming music, gets messed up when people have to jump through hurdles to get to the song they want to hear by having to sign in or switch apps.”

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