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Apple Music Removes In-App Social Sharing Function
Apple Music has reportedly sent artists an email to notify them that the Connect social sharing feed is being phased out and they would no longer be able to use it to share content with fans. Instead, streamlined artist pages on the platform will feature new design and functionality.
As reported by Variety, Apple initially unveiled the Connect function with the launch of Apple Music (its debut into music streaming) in 2015 as a way for artists to share content directly with fans in the platform, yet "saw less traction from artists than Apple had anticipated."
As 9to5Mac, the Apple-centric site who shared the message sent to artists, pointed out, Connect was popular with artists upon Apple Music's launch, but its popularity quickly dropped off. They highlighted that many artists only have posts from several years back, consequentially pushing Apple to shift focus away from it, moving it from its own visible tab within the app to a more hidden location below music recommendations and playlists.
9to5Mac shared the content of Apple Music's email, which included the following: "We're always looking for ways to enhance our focus on artists and help them better connect to fans. So we've given Artist Pages an all-new design and added new, personalized Artist Radio."
While Connect was originally billed as a way for artists to share special content with their fans, the popularity of other preexisting social platforms like Twitter and Instagram likely had an impact on its popularity.
It sounds like Apple Music, which has recently made major moves on its main competitor Spotify, is helping perfect the craft of music discovery and artist-fan connection in the music-streaming arena.