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Twitter paves way for audio advertising with launch of music streaming

TwitterBrands and advertisers could soon be building audio into their Twitter content following the launch today of the Twitter Audio Card.

The move will enable users to listen to audio directly in their timeline on both iOS and Android devices.

To mark the launch, the National Film and Sound Archive (NFSA), will be tweeting iconic Australian recordings, including the oldest known sound recording in Australia “The Hen Convention” from 1896.

The NFSA will share recordings throughout the day, including Jack Mumsdaine’s ode to racing ledged Phar Lap from 1932 and an interview with The Beatles by Binny Lum in 1964.

Twitter audio content is available through a number of @SoundCloud partners, including the Washington Post,David Guetta and Chance The Rapper.

The social media platform said it is “just beginning to test” the Audio Card and plans to make it available to further partners and creators “enabling many more musical artists, brands and content creators to share exclusive, in-the-moment audio to millions of listeners on Twitter”.

National Film and Sound Archive chief executive Michael Loebenstein said: We’re excited to be part of the global launch of Twitter’s new tool for sharing audio files.

“As Australia’s ‘living archive’ we are the custodians of the nation’s audio-visual heritage, and we firmly believe in the potential of digital tools such as Twitter to reach a wide and varied audience.

“It’s fantastic that everyone can get to discover our huge sound collection – which ranges from Australia’s earliest surviving recording ‘The Hen Convention’, to the latest tracks by local stars and independent bands – with a simple tweet.”

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