In a recent development, social network Twitter, now rebranded as X, has caused controversy by taking over the coveted handle “@music” from open-source software developer Jeremy Vaught. This move has raised questions about the worth of user handles on the platform and the trust creators have in building their presence on social media platforms long-term.
The Confiscation of “@music”
Vaught, who created the “@music” account in 2007 and had amassed a community of around half a million followers, was given no choice but to surrender the username to X. While he was offered alternative handles related to the topic of music, the assigned account “@musicfan” did not meet his preference. However, he had to settle for it for the time being. X did transfer his followers to his new account, offering some consolation.
The move by X to claim the “@music” account raises important questions about the value of user handles on social media platforms. X’s terms of service allow the company to remove or refuse to distribute any content, limit visibility, suspend or terminate users, and claim usernames without liability to the users. This lack of control over their own handles may make it difficult for creators to trust and invest in a platform long-term.
Although Vaught had not monetized his “@music” account, he occasionally used it to review consumer hardware, particularly headphones, earbuds, and other accessories. Given his status as a social media influencer, companies sought his opinion on their products. X’s decision to confiscate his handle not only took away his community but also potentially hindered future monetization opportunities.
Vaught shared his concerns about losing his handle years ago when Twitter was under different management. However, at the time, the company decided to leave the “@music” handle untouched and establish its “@twittermusic” brand instead. X’s plans for the account remain uncertain, but the recent posting of a photo of musician Ed Sheeran holding a copy of his album “x” on the “@music” account suggests potential branding opportunities.
Vaught, who is an investor in another Musk-led company, Tesla, and has reserved a Tesla Cybertruck, expressed disappointment with X’s handling of his handle. He invested 16 years into the platform with impersonal correspondence, which felt more like a technical support ticket than a genuine interaction. Losing his handle was a blow to his pride, and he had contemplated building something around his audience for potential capitalization.
The sudden rebranding of Twitter to X and the subsequent takeover of user handles, as seen in the case of the username “@x”, have caused skepticism about intellectual property and users’ rights on social media. When X informed Vaught of the mandatory change in his username, he was assigned “@musicfan” and offered a list of suggested alternatives. However, he couldn’t shake the uneasiness of potentially taking away something from another user.
The incident involving the confiscation of the “@music” handle on Twitter’s rebranded platform X has sparked discussions about the value of user handles and the trust creators place in social media platforms. It highlights the need for clearer guidelines on users’ rights and the importance of building genuine and lasting connections with their online communities. The question remains: Can creators truly rely on social media platforms to support their long-term goals and aspirations? The way in which platforms handle user handles will significantly impact their answer to that question.