SOUNDCLOUD HAS A "MOMENT" ON TWITTER

Twitter announced a new integration with Soundcloud today, and the partnership will allow users to be able to listen to SoundCloud tracks directly within the "Moments" tab.

Although Twitter likes to position Moments as a collection of the most buzzworthy content on the social media site, users still rely heavily on various hashtags to find trending topics instead, since you can't click through to stories on Moments, but simply view a roundup.

Will the Soundcloud integration put Moments on the map? Twitter has supported SoundCloud audio as sharable cards in tweets since 2014. Will it give SoundCloud some kind of boost as it looks for subscribers for the new Soundcloud Go? Time will tell.

It's another clear attempt by the company to get a foothold in music discovery, an area where Twitter has notoriously struggled in the past. Various Heads of Music have rolled over this task in the last few years, including Bob Moczydlowsky, who thought giving Lyor Cohen money to help him find unsigned artists on the network was a good idea. Sunili Singhvi has been Twitter's Director of Music since April 2015.

So far, publishers VICE, VIBE and Stereogum have utilized the Moments tab.