Twitter is forging ahead with its moves into music, adding a tool that lets advertisers run in-stream audio content from today.
It is working with online music sharing platform SoundCloud, the Washington post and a number of artists including Guy Sebastian and DJ David Guetta.
The move opens the door for advertisers, brands and content creators to build audio into their Twitter activity.
Locally, the move is taking a retrospective twist, letting Australians listen to the oldest known sound recording in Australia, the The Hen Convention from 1896. Twitter is working in partnership with the National Film and Sound Archive (NFSA), which will be tweeting iconic Australia sound recordings throughout the day. Others include Jack Mumsdaine’s ode to racing legend Phar Lap from 1932 and an interview with The Beatles by Binny Lum in 1964.
Michael Loebenstein, CEO, National Film and Sound Archive noted, “We’re excited to be part of the global launch of Twitter’s new tool for sharing audio files. As Australia’s ‘living archive’ we are the custodians of the nation’s audio-visual heritage, and we firmly believe in the potential of digital tools such as Twitter to reach a wide and varied audience. It’s fantastic that everyone can get to discover our huge sound collection – which ranges from Australia’s earliest surviving recording ‘The Hen Convention’, to the latest tracks by local stars and independent bands - with a simple tweet.”
Twitter is ramping up its activity in music and appointed Jennie Sager to lead its music division in Australia.
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