Musical.ly
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| Original author(s) | Alex Zhu, Lulu Yang |
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| Developer(s) | Musical.ly, Inc |
| Initial release | August 2014 |
| Operating system | iOS, Android |
| Size | 85.6 MB |
| Available in | 25 languages |
| Type | Video sharing |
| License | Freeware |
| Website | musical |
Musical.ly (stylized as musical.ly) is a Chinese video social network app for video creation, messaging, and live broadcasting. The first prototype was released in April 2014, and the official version was launched in August of that year. Through the app, users can create 15-second to 1 minute videos and choose sound tracks to accompany them, use different speed options (time-lapse, slow, normal, fast, and epic) and add pre-set filters and effects. The app also allows users to browse popular "musers," content, trending songs and sounds and hashtags. As of July 2016, musical.ly has over 90 million registered users and an average of 12 million new videos posted every day and by the end of May 2017 the app reached over 200 millions of users. musical.ly is headquartered in Shanghai, China and has offices in San Francisco, California.
Musical.ly Inc. was founded by longtime friends Alex Zhu and Luyu Yang. Before launching musical.ly, Zhu and Yang teamed up to build an education social network app, through which users could both teach and learn different subjects through short-form videos (3–5 minutes long). After having investors fund this venture, it took them about 6 months to build the product. However, once launched, this online self-learning platform did not get enough traction and the content produced was not engaging enough. With some money left from the original investment for this failed venture, Zhu and Yang started to look for new ideas. They decided to shift their focus to the entertainment industry, targeting the US teenage market, as this market is characterized for being an early adopter of new trends. The main idea was to create a platform that incorporates music and video in a social network. The first version of musical.ly was officially launched in August 2014.
In 2015, the app began to attract millions of users and in July 2015, musical.ly climbed up to the number 1 position in the iOS App Store, becoming the most-downloaded free app in over 30 countries, including the US, Canada, UK, Germany, Brazil, Philippines, and Japan. In July 2016, musical.ly reached 90 million downloads, with over 12 million new videos posted every day.
In June 2016, Coca-Cola launched its #ShareACoke campaign on musical.ly, which introduced musical.ly’s “User-Generated Ads” model. On July 24, 2016, during VidCon, musical.ly officially launched live.ly, its new live video streaming platform. Although this was intended to be a soft launch, as no additional marketing had been done for this new product, live.ly climbed up to the number one position in the iOS App Store within 3 days.
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