Twitter Links with iTunes & SoundCloud for Embeddable Audio Player

After failing to make a serious impact with Twitter Music, the social networking service is linking with SoundCloud and iTunes to enable their users to embed audio players in their tweets. This happens through New Audio Card format that is launching with a number of select partners, from artists like Chance The Rapper, alt-J and deadmau5, to broadcasters like the BBC and podcasts like NPR. You can view a full list of collaborators on Twitter’s blog. Announcing the feature, product manager Richard Slatter said in a blog post:

“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. Throughout your listening experience, you can dock the Audio Card and keep listening as you continue to browse inside the Twitter app.”

In other words, the player can be minimized while the user can continue browsing without stopping the audio. Twitter and SoundCloud were in negotiations regarding a potential partnership. For unknown reasons, the deal never materialized. SoundCloud redesigned its iPhone app in June and web interface in October. What are your thoughts on this? Discuss below.