Could a lip-syncing app revive the dying music industry?

Chasing 15 seconds of fame — Touted as the biggest change to music since the video, a fast-growing app is resonating with millions of teenagers... in the form of disposable karaoke videos. Will it prop up sagging sales? Or is it just a vehicle for narcissism?

Imagine a teenager in their bedroom, posing in front of a shaky camera while mouthing the words to Drake, and you’ve pretty much got what Musical.ly is all about.

It’s a social media app that allows users to upload 15-second videos of them lip-syncing and dancing along to songs, creating a world of cringe where selfies collide with karaoke.

2) I have no words for this one pic.twitter.com/QbTpU2mSkm — Alex Romero (@whosalexander) June 29, 2016

That may sound like the most vapid waste of time imaginable, but its exploding popularity poses serious potential for the music business.

The app has gained 90 million users in just two years – including half of all American teenagers, according to Alex Hofmann, president of Musical.ly North America. In May, the platform raised $100 million in investment after reaching number one on Apple’s App Store in 19 different countries.

“It’s finding a massive audience among teens and young people who aren’t really being reached through other media,” says David Emery of Kobalt Label Services, who oversees global marketing strategies for the likes of The Strokes and Nick Cave.

“They haven’t necessarily grown up watching TV shows or listening to the radio. The reason we’re seeing short, disposable content generated by users across a bunch of different apps is because that’s how this younger audience wants to consume content.”

pic.twitter.com/fS9hvTJYBd — Alex Romero (@whosalexander) June 29, 2016

The music business, of course, is already working this to its advantage. As record companies like Warner Music are discovering, licensing your catalogue to the platform generates invaluable exposure.

Every available snippet is an entry point. Songs that gain traction on Musical.ly, like Black Coast’s ‘TRNDSTTR’, can quickly do the same on iTunes.

After the singer Ariana Grande joined Musical.ly in May, she launched a campaign on the platform for her single ‘Into You’ which led to 150,000 videos of fans singing and dancing to the song in just the first day. Now the likes of Britney Spears have followed suit, appearing on the app to encourage ‘interpretations’ of their music.

Then there’s the app’s native stars, who have risen to prominence purely as a result of Musical.ly (you can record your own audio, so it’s not all about lip-syncing). The ability for videos to trend means that it has the power to break these personalities overnight.

8) honestly I wish I never saw this pic.twitter.com/05wiQeciEU

— Alex Romero (@whosalexander) June 29, 2016

Jacob Sartorius, a 13-year-old from Virginia, posts three times a day to over eight million followers.

He quickly transitioned from lip-syncing videos on Musical.ly to releasing his debut single ‘Sweatshirt’, which reached the iTunes Top 10. He’s now represented by the United Talent Agency, whose roster includes Kanye West.

If you’re wondering, ‘What the hell is wrong with the world?’ at this point, there’s a simple explanation. Fifteen percent of American children aged between six and 12 record videos on a digital device at least once a week, according to research by Smarty Pants – a consultancy focused on youth and families.

About three-quarters of Musical.ly users are female, the company claims, which presents an enormous market for teenybopper heart-throbs.
!Screen Shot 2016-07-27 at 17.32.28Forget posters of teen icons plastered across bedroom walls. Now the stars can appear directly on your phone, eliciting a connection that feels personal.

And here’s where the cringe factor comes in. Musical.ly is littered with tweens lip syncing to songs about drunk texting and being “a freak in the sheets” – kids seemingly oblivious to the words they’re pretending to sing.

It’s what prompted Bryan Le (better known as RiceGum) to post a series of videos to YouTube titled THESE KIDS MUST BE STOPPED, lambasting the inappropriateness of it all – and generating millions of views in the process.

“I’m gonna get locked up [for watching],” he says in one comment. “If my parents walk in on me, dude… there is so much explaining to do.” Though Musical.ly is intended for ages 12+, it represents a first foray into social media for many below that age.

Users can change their settings to private and approve followers as a safeguard from unwanted attention. Beyond that, there’s only so much any platform can do to control its content.

But when it comes to navigating the app’s spectrum of success – veering from irrelevent to ‘Hollywood’ (i.e. too big to respond to fans individually) – Musical.ly is doing what it can to mentor its younger stars.

That can mean reviewing contracts, hooking them up with agency representation and developing monetisation schemes that may allow financial independence.

“What’s interesting is that you can be a music star and reach a massive audience, making significant amounts of money, without necessarily pushing anyone towards a purchase.

“And if you’re 14 years old, you probably can’t do that anyway because you don’t have a credit card,” says Emery, who expects prominent Musical.ly users to eventually earn the kind of income that high-profile YouTubers bring in (up to $12m a year).

4) this girl is too much and why did she open her mouth like she had a grill pic.twitter.com/g5lobNeIIS — Alex Romero (@whosalexander) June 29, 2016

Platforms like Soundcloud, he adds, have a way of developing into ecosystems that are sizeable but self-contained. Trying to make an impact beyond that is a different challenge entirely.

“Being big on one platform doesn’t necessarily make you a star,” says Emery. “You may have a gift for making 15-second videos but that doesn’t mean you have a gift for making a single or even an album. It can put you on that path, but transitioning away from a platform like this into the more traditional music industry is notoriously difficult.

“How many YouTubers have actually taken that step from being massive on their platform to finding wider success? Not many. I can see the same pattern emerging from this.”

Enjoyed this article? Like Huck on Facebook or follow us on Twitter.


You might like

Smiling people enjoying a night out, one person wearing a red hat and jacket.
Music

Huck teams up with Eastern Margins for a special SXSW London showcase

From Shibuya to Shoreditch — Taking place at Village Underground on Monday, performances will come from MONO, Nina Utashiro, Ena Mori, Jianbo, LVRA & Soda Plains.

Written by: Isaac Muk

A person in a grey jacket stands against a mountainous, foggy landscape. The image has the text "huck presents Analogue Application" overlaid in yellow and green.
Music

Analogue Appreciation: Shura

I Got Too Sad For My Friends — In an ever more digital, online world, we ask our favourite artists about their most cherished pieces of physical culture. Today, it’s English singer-songwriter Shura.

Written by: Shura

Cello player and bearded man seated with text 'Spaces Between the Beats' in the background.
Music

After Assad’s fall, Syria’s musicians rebuild from the rubble

Spaces Between the Beats — Following decades of dictatorship and 14 years of civil war, the country’s classical and creative scenes have an opportunity to build from scratch. Andrei Popviciu speaks to the people hoping for a flourishing new era of art and sound.

Written by: Andrei Popoviciu

A group of people sitting around a campfire in a dark forest, with trees and flowers in the background illuminated by the fire's glow.
© Angelina Nikolayeva
Music

At Belgium’s Horst, electronic music, skate and community collide

More than a festival — With art exhibitions, youth projects and a brand new skatepark, the Vilvoorde-Brussels weekender is demonstrating how music events can have an impact all year round.

Written by: Isaac Muk

A person wearing a black cap and holding a sign that says "What made me"
Music

Tony Njoku: ‘I wanted to see Black artists living my dream’

What Made Me — In this series, we ask artists and rebels about the forces and experiences that shaped who they are. Today, it’s avant-garde electronic and classical music hybridist Tony Njoku.

Written by: Tony Njoku

Elaborate theatrical performance on stage with dancers in red costumes and dramatic lighting.
Music

Block9 reveals its Glastonbury Festival 2025 plans

Party and protest — The nightlife hub will feature a bigger-than-ever Saturday daytime block party across The NYC Downlow and Genosys, and a huge collaboration with artist-activist group Led By Donkeys.

Written by: Isaac Muk

Huck is supported by our readers, subscribers and Club Huck members. It is also made possible by sponsorship from:

Accessibility Settings

Text

Applies the Open Dyslexic font, designed to improve readability for individuals with dyslexia.

Applies a more readable font throughout the website, improving readability.

Underlines links throughout the website, making them easier to distinguish.

Adjusts the font size for improved readability.

Visuals

Reduces animations and disables autoplaying videos across the website, reducing distractions and improving focus.

Reduces the colour saturation throughout the website to create a more soothing visual experience.

Increases the contrast of elements on the website, making text and interface elements easier to distinguish.