Original Shows About Fashion, Teens, and Nick Cannon Launched by Musical.ly

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The newest social media app for post-internet teenagers, Musical.ly, while known for its lip-syncing feature, is drawing inspiration from Snapchat. Two to four-minute-long episodes from original “shows” will appear in the featured section of the app for 24 hours.

Starting with content from NBC, MTV, and Hearst, the move follows an experiment with the live streaming app Live.ly with curated content from partners such as Sweety High, a lifestyle site that defines itself as “an empowered destination for Gen Z females.” The first two shows that were launched today were Nick Cannon’s Wild ‘N Out from MTV and a DIY runway show called Fashion DIY from Seventeen. Premiering Saturday are MTV’s Greatest Party Story Ever and Seventeen in the City, a Hearst show about things teens do in New York City.

The difference between Musical.ly and Snapchat are the interactive feature abilities. On Muscial.ly, users can respond with show-specific hashtags. Following the show, a page of the responses will appear. The president of Musical.ly North America Alex Hofmann told Variety, “We have seen a paradigm shift where consumers are becoming creators. They don’t want to just watch videos anymore.” Some could add that we have also seen a shift in social platforms using the content their users make to their advantage. With forty million active users and a partnership with Apple music, Musical.ly raised $100 million at a $500 million valuation last year. We will see if this newest feature becomes yet another social media sensation.

A coffee depended life-form who enjoys thriller novels, creative writing, and wearing heels to feel taller. Shy to acquaintances, presumably obnoxious to friends. Watched the Harry Potter saga more times than I should admit, but then I remember: who cares? Thoroughly enjoy getting dressed up, but love my fuzzy sweatpants. I like to think my life is interesting.

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