Tech site Recode has reported that social-music-videos app Musical.ly has struck its most significant partnership yet, with Apple Music. However, B2B firm 7digital has denied its claim that the deal replaces its own agreement with Musical.ly.
“Starting on Friday, Apple Music will be the service that supplies the songs, replacing U.K.-based provider 7digital, according to people familiar with the companies’ plans,” claimed Recode.
“Apple’s extensive licensing deals will allow Musical.ly to expand the number of countries it supports from 30 to 120.”
However, 7digital announced to investors on 13 April that it had renewed its contract with Musical.ly, doubling the number of territories in which 7digital provides access to music for the app from 30 to 60.
Contacted by Music Ally this morning, 7digital CEO Simon Cole confirmed that the partnership is not being replaced.
“To confirm the announcement we made two weeks ago, we’ve just re-signed a deal with Musical.ly, extending the number of territories,” said Cole. “We are unaffected by any other deals they may be doing with third parties, and that we will earn more money from Musical.ly this year than we did last year.”
Recode’s report is still intriguing, if the details it provides on Apple and Musical.ly’s plans are true. “Connecting with Musical.ly gives Apple a new marketing venue: The app will promote Apple’s paid service to its own users, and will allow paying Apple Music subscribers to listen to full songs within the app,” claimed the piece.
In December 2016, Musical.ly – whose app enables its predominantly-young audience to share videos of themselves lip-synching and dancing to music clips – claimed that it had 40 million daily active users, having grown rapidly during that year.
As such, it could be a powerful promotional channel for Apple Music, although clearly Apple also has plenty to offer in terms of marketing within its App Store.
For the avoidance of doubt, Musical.ly (the app) is no relation to Music Ally (us – a music-industry news, training and consultancy company).