After the failure that was its #Music app, you would not be alone in thinking that Twitter maybe would shy away from that vertical, at least for a little while. The app only survived a year, and was not the company's shining moment by far.
But nope, that seems to be the exact opposite of what it is going to do.
In fact, the company is already meeting with some of the biggest companies in the business, in order to form partnerships, according to a report out from the Wall Street Journal on Wednesday.
This week, Twitter apparently met with Beats Music, in which the company proposed setting up a partnership that would promote Beat's music-streaming service. Twitter is also looking to do the same with SoundCloud.
In addition, Twitter is also currently working with Vevo to showcase short music video clips on the site.
The company is reportedly looking for a new way to break into the business after it was forced to pull its #Music app from the iTune's store last week. The app will officially shut down on April 28th, its one year anniversary.
The ultimate point of the standalone app seemed to be to get people to listen to music that artists themselves recommended on Twitter.
It's #NowPlaying feature allowed users to see the songs that had been tweeted by the artists and people they follow on Twitter. Another feature, called Suggested, analyzed the artists a user followed, in order to recommend songs it thinks they might like.
Users could also listen to music from artists that other artists follow. For example, if someone was following rapper Wiz Khalif, users could then search his name, then tap one of the artists Khalif is following and then start listening to their music.
It allowed subscribers of Rdio and Spotify to log in to their accounts and stream full tracks through Twitter.
According to the reports from last year, the app was developed in isolation and was never fully integrated into Twitter. While not much is known about what the new music strategy will be, it seems likely that it will be more incorporated into the existing service.
One thing that seems to be off the table at this point, not surprisingly, is a debuting a new stand-alone app.
Twitter is also not pursuing any kind of license agreements with the major catalogs, which are a big expense even for the premiere music-streaming services.
It's not a big surprise that Twitter is not giving up on the music space.
In September of last year, the company hired Bob Moczydlowsky, the former senior vice president of product and marketing at Topspin Media, as its new head of music. In his new role, Moczydlowsky was put in charge of handling music partnerships, as well as hiring two new deputies who will handle artist relations.
Last month Twitter entered into a partnership with music industry firm 300 Entertainment in order to gain deeper insights into how users interact with music on the site.
We all knew Twitter would get back to music one day; I just thought it would be after the ink dried on #Music's will.
VatorNews reached out to Twitter to find out more information, but the company was unavailable for comment.
(Image source: dmuth.org)