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With music sharing app, Samsung subsidiary Drops into the social media landscape

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With music sharing app, Samsung subsidiary Drops into the social media landscape

Short-form video feeds have transformed the recording industry, and Samsung is trying to harness contemporary consumer behaviors to get a new social media app off the ground. The new app is called Drops, and it is based around brief snippets of pop music tracks.

Drops is run by Harman, a Samsung subsidiary. The Connecticut-based company is known for distributing several consumer electronics products, including the speaker brand JBL.

With Drops, which is currently in an invite-only phase, Harman is empowering users by turning them into pop culture experts. Posts are centered around 10- to 30-second soundbites that can be paired with lyrics, album art, and other trivia related to the shared song. Users who want to check out the full tracks can follow links to services like Apple Music, and deals with rights holders (including Universal Music Group) ensure copacetic relations between Harman and the recording industry.

The value of a musical snippet has been transformed by TikTok, which catchy choruses can become viral smashes that appear in millions of videos. TikTok is such a powerful promotional tool for artists that many now alter their top tracks so that they can fit more easily within short-form videos.

Drops, which includes tabs like “For You” and “Following,” is clearly trying to bottle some of that TikTok magic. The app’s design shows that Harman understands the depth of TikTok’s impact on the music business. ByteDance’s video app doesn’t just help songs go viral; it also cultivates musical tastemakers like Ari Elkins , who in turn help unsung artists get noticed.


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