LONDON: YouTube has launched Samples, a new feature the platform said will help users to discover new music and artists they might like.
The feed of short music video clips became available within the YouTube Music mobile app on Wednesday to users around the world, including those in the Middle East and North Africa region.
“We didn’t build this experience to be a means to an end in itself but instead to be the appetizer to a whole meal,” T. Jay Fowler, director of product management for YouTube Music, said in a blog post.
“We wanted to make it as easy as possible for you to dive deeper into the songs and artists you discover and love, all without leaving YouTube Music.”
Samples is all about discovery rather than a content destination in its own right, he added, and the service will be personalized based on each user’s activity on YouTube Music and the main YouTube app.
It is a TikTok-style feature that showcases 30-second clips that play on a loop. Users navigate the Samples feed by swiping vertically. They can easily add a featured song to their library, share it with friends, watch the full music video, view the album page, or use the song to create their own “Short” on the main YouTube app.
Liliana Abudalo, head of music for YouTube Music MENA, said the new feature perfectly aligns with the platform’s core mission of allowing fans to “discover, consume and participate in the music they love.”
She added: “We know how valuable it is to discover new music that can breathe life into our daily routines. That’s why we created Samples.”
YouTube predicted the feature will have a positive effect on how artists engage with fans on the platform. Fowler said that by expanding the ways in which artists can reach new audiences and build communities, Samples will help artists grow their fan bases and boost their careers.
Artists cannot control which section of a music video appears in the Samples feed, but YouTube said views of videos on the feed will count toward total view counts on YouTube.