Is Triller social media's next big thing?
Triller is a key player in the social media game at the moment. The app has been drawing users in with its use of artificial intelligence that automatically splices and synchronises their videos to music, to create professional-looking mini music videos.
Who's using it?
Triller has been around for a few years, but alongside TikTok’s potential ban debacle, the app’s popularity has peaked in 2020.
The app has received investments from rap and hip hop heavyweights like Snoop Dogg, Migos and 21 Savage and boasts celebrity users like Kendrick Lamar, The Weeknd, Marshmello and even Donald Trump, who utilised the app in his 2020 election campaign.
On top of its celebrity users, Triller has been known to pull out all the stops to onboard influencers, offering social media tastemakers incentives in the form of rented mansions, cars and cash.
Triller’s place in the music industry
In December 2019, Triller launched in-app streaming, promising artists and publishers full credit, and app-provided stream counts, alongside benefits for all parties including streaming revenue.
Jump forward a year and Triller has licensing agreements with Warner, Sony and Universal, offering in-app music catalogues to users. But users aren’t limited to label-backed releases, they can upload their own music to the app too.
Earlier this year, Triller reported that 20,000 new songs were being uploaded to the app daily - hinting at some exciting new opportunities for artists to share their releases alongside professional-looking content.
While it hasn’t prompted success stories to the scale of those on TikTok just yet, Triller is quickly making a name for itself this year and showing potential as a new mode of music discovery.
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