MSTY: the new and improved instant messaging app ?


Hayley Cannon and Brett Mirman, CORD London.

Just last month, the UK mobile application “My Song To You” aka MSTY, emerged into the instant messaging world as a new and progressive way for people to communicate. The app combines short text and imagery with music. The point being that music deepens emotion and communication. To see if this innovative app lives up to its potential, I decided to check it out first-hand. My verdict: pleased but not convinced that this app will be the future of instant messaging.

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MSTY is as easy to use as one, two, three… literally. Users pick a song, choose an image or take a photo to add, and then type a message. This simple navigation makes MSTY accessible to all types of users, ranging from those who are tech-savvy to digital novices. To add, since the music is communicated through SMS, it provides a simpler way for users to share music rather than having to create and distribute playlists on Spotify or SoundCloud, or through links to YouTube. This is a crucial benefit of the app, easy music sharing; and one that other emerging apps have cottoned on to as well, such as Boomio.

Read our report on ‘Emerging Digital Music Platforms’ here.

Most importantly, MSTY creates a sensory experience that emoticons cannot. Users listen to and feel the music, which is a heightened way to communicate versus simplistic ‘smileys’.

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Yet, despite these creative features, there’s one challenge to MSTY taking off: the app is competing with established instant messaging apps like Whatsapp, Snapchat and Facebook Messenger. Getting consumers to switch to MSTY will be a difficult task without the support from an already established instant messaging app. We know Apple Music and various other labels are behind the app in terms of distributing music. In fact MSTY expects to build a library of approximately 20 million tracks for users to choose from. We wonder now if anyone will get on board from the instant messaging side, and to what extent MSTY will filter into mainstream culture.


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