Musical.ly allows users to film themselves lip-syncing and performing current pop music hits and scenes from movies or TV shows. It has become one of the most popular apps for teens and pre-teens and a connecting point for music artists and their fans. In fact, there are now Musical.ly stars who are seeing success in more mainstream markets as well. Most of them are quite young teenagers. Today, Musical.ly has announced that they’re partnering with Apple Music to provide the song clips that make up their lip sync library. They will also be promoting subscriptions to the music streaming service and allowing Apple Music subscribers to listen to full versions of songs.
Musical.ly grew a ton in 2016 and has seen a tapering off in their young audience during the beginning of 2017. This move seems to be a way to bring more value and financial stability to Musical.ly while putting Apple’s music streaming service in front of another audience. Apple Music has been chasing Spotify for subscriptions and the aren’t gaining ground. This is an obvious attempt to target Musical.ly’s young audience with their option for streaming music. Allowing full versions of the songs kids are lip syncing to in the app is adding value that many of the app’s users will see as valuable. Possibly valuable enough to ask their parents for a subscription to Apple Music. That is if they don’t have the ability to sign up on their own.
What Parent’s Should Know
I have been pretty outspoken on my disdain for Musical.ly in the past. One of the major reasons is the lack of an age restriction to sign up and the CEO’s attitude about it. Now I see another potential hang up for parents who’s kids use the app. There are already songs available on the app that many parents may feel are unsuitable for the age of their kids that use the app. Now the entire songs will be available if you are one of the 20million families who have an Apple Music subscription. If you don’t have a subscription be warned that the app will be consistently asking your pre-teen if they’d like to sign up for one. Also, there are likely to be features made available that won’t be useful without an account with Apple Music. How many times will your 13 year old have to be blocked from using a song until they start asking you to subscribe for them. Advertising is still, however, the least of my worries with Musical.ly.
Parents of young teens should pay close attention to what their kids do on Musical.ly. If your young daughter is spending a lot of time singing and dancing in front of her camera know that there is no age verification so the fourteen year old boy who watches every one of her videos could actually be anyone, anywhere, of any age. In this day and age where kids are being asked to meet up by strangers and actually saying yes, there is no reason for your kid to be unsupervised on an app like Musical.ly. I recommend and uninstall if your kid is under 17 and then to closely monitor their use of the app.