Twitter has introduced a new feature called the Audio Card, which allows users to listen to podcasts, music and other types of audio content inside their Twitter stream.
According to a blog post by Richard Slatter, product manager at Twitter, Audio Card lets users discover and listen to audio directly in their timeline.
"With a single tap, the Twitter Audio Card lets you discover and listen to audio directly in your timeline on both iOS and Android devices," wrote Slatter. He adds listeners can enjoy the content and see all the information and art in full screen format, or minimise it without interrupting audio.
While many audio streaming services partners are to follow, Twitter's first partner will be SoundCloud, an online audio distribution platform that enables its users to upload, record, promote and share their originally-created sounds.
On its Web site, SoundCloud says it has brought on board a small group of music and audio creators including The White House as well as David Guetta, Steve Aoki and Zeds Dead.
"We're excited to be working with Twitter to be the platform that's making audio cards available to everyone, from global superstars to bedroom beat makers. It's just one more way we're collaborating with all kinds of partners to build the best creator tools for you," says SoundCloud.
This is not Twitter's first entry into music; its first try was the #music service that lasted about a year and was closed in April 2014. The music service used Twitter activity, including Tweets and engagement, to detect and surface the most popular tracks and emerging artists, according to Twitter.
Twitter has since continued its music work in other ways: for example, launching a "Trending 140" chart with music industry magazine Billboard, in May.
The company was reportedly in talks to acquire SoundCloud, but the deal fell through. According to Forbes, the deal failed because Twitter bowed to pressure from stockholders and the investment community who took a dim view of the acquisition.
Twitter announced Apple is also using the new cards for its iTunes Store, with links to the store popping up a full-screen preview player, with links to then pre-order or buy the songs.
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