After a rocky six months as a stand-alone application, Twitter #Music is likely to be folded into Twitter's primary platform, according to several sources familiar with the plans told Billboard.
The possibility, and its implied uncertainty about the product, led recent reports that Twitter was "strongly considering" killing off the mobile app.
Sources, however, say that wasn't the case. Instead, Twitter intends to integrate the app into its main feed as one of several topic verticals that the Silicon Valley company intends to build so it can sell more effectively targeted advertising. Other verticals include news, TV and movies. Developing those verticals, sources say, is seen as key to Twitter's future growth as the company prepares to raise an estimated $1 billion from an upcoming initial public offering.
Music marketers say a move to combine the two would go a long way to solving one of the biggest problems hampering Twitter #Music's growth.
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