“Instant music video” app Musical.ly (no, not us, still) is similar to Dubsmash, in that it lets people make and share lip-syncing videos on their social networks.

But what about licensing for that music? The answer may be a deal announced yesterday with B2B digital music firm 7digital.

Details of the partnership are scarce beyond that though: 7digital merely said it will contribute to its revenues for 2016, with CEO Simon Cole adding that the contract win “highlights 7digital’s continued global expansion as the company increases its reach into further territories”.

7digital is also working with Will I Am on the music service for his Dial wearable device, which goes on sale on 13 May in the UK.

7digital’s growth is likely one of the factors in rival Omnifone’s slide into administration, which we reported on yesterday.

The company said in a statement that “we are sorry to see a respected competitor get into difficulties” but maintains that the B2B digital-music market can still fuel a sustainable business.

“As music streaming adoption continues to grow, we continue to see a healthy pipeline of new businesses that want to enter the space.”

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Music Ally's Head of Insight

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