After a brief time in the social media spotlight, Vine will soon be no more. The video sharing application, which is owned by Twitter and known for its six second video time limit, will be discontinued in near future.
Rumors over the app’s demise had been circulating after Twitter was planning to cut a percentage of its staff due to slow growth, causing some to wonder if the days of tweeting may be nearing an end as well.
Vine was launched in 2013, and soon exploded in popularity by gaining as many as 200 million users. While much of the app’s uploaded content is comedy-based, either through short skits or humorous video editing, it has also been used for journalism, marketing, and musical performances. Just as YouTube has been used as a platform for discovering unseen talent (does the name Justin Bieber ring a bell?), Vine has been able to bring similar success to various users.
In just three short years since its release, Vine has changed the lives of two particular Canadian users who happened to strike gold with their videos of song snippets. In 2013, 15-year-old Shawn Mendes used the app to showcase his talent, posting six second covers of popular songs with acoustic guitar in hand. Within a few months, Mendes had gained millions of followers to his account and soon landed a record deal.
The following year, Vine was used as the platform for fellow Canadian singer Ruth B to create her debut single “Lost Boy.” The 21-year-old originally published a video of her singing an original lyric inspired by the popular fantasy series Once Upon a Time. At her followers’ insistence, Ruth B added to the line, eventually becoming the completed song “Lost Boy.”
Fast forward to 2016 and it’s clear that Vine played a pivotal role in discovering young, talented artists. Mendes has just released his second no. 1 album and is set to embark on a world tour next year, while Ruth B enjoyed plenty of radio play for “Lost Boy,” which sold over a million copies and was a Top 40 hit.
Though Vine may soon be leaving for good, there is no doubt that it had a good run and its impact will be felt long after its discontinuation.