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Musical.ly (pronounced "musically", stylized as musical.ly) was a social media service headquartered in Shanghai, on which platform users created and shared short lip-sync videos. The first prototype was released in April 2014, and then after that, the official version was launched in August 2014. Through the app, users could create 15-second to 1-minute lip-syncing music videos and choose sound tracks to accompany, use different speed options (time-lapse, fast, normal, slow motion, and epic) and add pre-set filters and effects. The app also allowed users to browse popular "musers", content, trending songs, sounds and hashtags, and uniquely interact with their fans.
In June 2016, Musical.ly had over 90 million registered users, up from 10 million a year earlier. By the end of May 2017, the app had reached over 200 million users.
ByteDance Ltd. acquired Musical.ly Inc. on November 10, 2017 and merged it into TikTok on August 2, 2018. At the same time, Musical.ly Inc. changed its name to TikTok Inc.}} A fan project that aims to revive the Musical.ly platform, Valoria.ly, is currently available, and currently already has about ~1000 users on their Discord community. Before launching Musical.ly, Zhu and Yang teamed up to build an education social network app, through which users could both teach and learn different subjects through short-form videos (3–5 minutes long). After having investors fund this venture, it took them about 6 months to build the product. However, once launched, this online self-learning platform did not get enough traction and the content produced was not engaging enough. They were unable to secure further investment, and after losing traction, they shut the service down. Zhu & Yang then began searching for a new business model in the consumer, social, and multimedia space. It led to them focusing on video content again, this time shorter (15s–60s), which they thought would help keep the content light and playful. They let users select music snippets for their videos, which helped build a very small user base. Eventually the product pivoted to lip sync snippets after noticing a spike in downloads Thursday evenings during and after episodes of the Spike celebrity game show Lip Sync Battle.
The team's judgment at the time was that long music videos were not very widely popular before, and the fundamental reason was that although people are willing to watch short videos, the supply was small, as there were too few people who were willing to shoot and share. Therefore, Musical.ly's entry point was to introduce a large amount of music, so that everyone can easily integrate music into the video, and a video would become more fun. The first version of Musical.ly was officially launched in August 2014.
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