Musk is stripping the platform of all the things that made it popular with regular users
software developer Jeremy Vaught created the Twitter handle @music to curate news and share stories about, obviously, music. Tens of thousands of Tweets later, he’d built a following of more than 11 million. Then, last week, Twitter—now rebranded as X—took the handle off him. An email from X, which Vaught posted to the platform, offered him no explanation but told him he could choose one of three other handles: @music123, @musicmusic, or @musiclover.
“16 years ago, I created @music and have been running it ever since. Just now, Twitter / X just ripped it away,” Vaught tweeted/xeeted/x’ed. “Super pissed.”The confiscation is entirely within X’s terms of service. As the company tries to turn itself into, from music to video to finance, it’s likely it will need to stake a claim to handles related to its new business lines.
The platform’s success was built on people, like Vaught, doing the work to build followings and create organic communities around shared interests. Heavy-handed land grabs on top of, shifting policies on verification, and, of course, the dropping of a globally recognized brand in favor of a letter, reinforce the feeling that Twitter is more and more becoming a place catering to a usership of one: Musk himself.
“It seems to me that he wants it to turn into a fanboy platform where people just go agree with him no matter what he says,” says Tim Fullerton, CEO of Fullerton Strategies and former VP of content marketing at WeWork. “There has been just this ongoing attack on the Twitter users that have made Twitter what it is. He doesn't respect the user base.”
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