Apple is linking up with Musical.ly, the popular music video app.
Musical.ly lets its users create and share their own music videos, using snippets of songs. Starting on Friday, Apple Music will be the service that supplies the songs, replacing U.K.-based provider 7digital, according to people familiar with the companies’ plans.
Apple’s extensive licensing deals will allow Musical.ly to expand the number of countries it supports from 30 to 120. And connecting with Musical.ly gives Apple a new marketing venue: The app will promote Apple’s paid service to its own users, and will allow paying Apple Music subscribers to listen to full songs within the app.
Reps for both Apple and Musical.ly declined comment.
Musical.ly is a three-year-old Shanghai-based company that saw a huge spike in popularity last year, primarily among U.S. teens and tweens, many of whom use it as a social network. The company has also launched Live.ly, a livestreaming app.
Last year, Musical.ly reportedly raised $100 million at a $500 million valuation, and said it had more than 100 million users.
It’s possible that the service has peaked, though; while the main app spent much of last year at the top of Apple’s App Store rankings, it is currently at No. 89.