Vice is the latest media outlet to profile the rapid rise of social app, and its piece has a good roundup of the startup’s vital statistics. “Approximately 50 million people under the age of 21—or roughly half of the teens and preteens in America—are on,” it explains. “ boasts more than 11 million video uploads per day from more than 120 million users worldwide; 64 percent of the app’s American users fall within the coveted 13–24 demographic, and 75 percent are female.” The piece goes on to explain how is creating its own stars, including Baby Ariel and Jacob Sartorius, who have both received media coverage in recent weeks as the first breakout creators from the app. There’s also a useful hint at how is trying to persuade labels of its value: “It doesn’t disrupt the flow on Spotify or Apple Music,” says North America president Alex Hofmann. “Secondary consumption leads to primary consumption. We don’t take a piece out of the pie with We actually make the pie a little bigger.”

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