A new video app called X has skyrocketed to the top of Apple’s App Store charts after a promotional video featuring rapper Drake was posted on Instagram. The app’s rise seems to have been fueled in part by support from tech mogul Elon Musk, who cheered its success on Twitter.
The iPhone app allows users to integrate multiple social media feeds in one place and then share short videos. It was created by two former Vine creators who aimed to recapture the magic of the now-defunct video-sharing platform.
On Monday, Drake posted an Instagram video showing him using the X app with the caption “Me and my team are always looking for new ways to connect with people worldwide through creativity. We just launched X today and it’s one of my favorite tools already.”
The video now has over 3 million views and immediately sent interest in X soaring. By Tuesday morning, it had hit #1 on the App Store charts, surpassing behemoths like TikTok and Instagram.
Elon Musk, an early investor in X, celebrated the app’s overnight success on Twitter. “X app by the Xers is killing it!” he wrote, garnering over 150,000 likes. Musk has 87 million Twitter followers and his endorsement likely gave X a further boost.
Tech analysts say the app benefitted from a perfect alignment of factors – its creation by former Vine stars, promo by the hugely influential Drake, and a shoutout from Musk. They predict it has a good chance of retaining users beyond the initial hype spike.
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“This is a case study in how apps can go viral overnight with the right mix of celebrity marketing and quality product,” said industry commentator Jack Kent. “Drake’s association gives it instant cool factor, and Musk’s endorsement provides Silicon Valley gravitas.”
“It also helps that short-form video apps like TikTok have created huge demand – X arrives at just the right cultural moment.”
However, critics argue X’s success may be ephemeral unless developers can keep users engaged long-term. “Novelty and hype can get an app downloads but retention depends on sustained value,” warned analyst Divya Balakrishnan.
She pointed to successful apps like Snapchat which paired viral growth with persistent user demand. “The key will be whether X can build an enduring platform beyond the initial Drake and Musk hype,” she said.
For now, X’s founders are ecstatic at the traction. 20-something creators Chris Shepherd and Jae Connors started the company after Twitter shuttered Vine in 2016.
“We always believed there was still a thirst for Vine’s brand of creativity and community,” Shepherd told tech site Mashable. “X combines the soul of Vine with new technology to empower the next generation of creators.”
Connors said Drake’s support was the spark they needed to explode. “It’s a dream to have Drake as our first artist on the platform – he represents music, creativity, and other big ambitions for X.”
As for Elon Musk’s endorsement, Connors said it establishes X as a “new disruptive force in social media”. The company has raised $15 million so far from VCs including Musk.
With X now a top 10 app just two days after launch, its founders plan rapid expansion. “We want X to be the premier destination for mobile video sharing,” said Shepherd. “If we can capture 1% of the market in our first year, that would be a huge win.”
For Drake, his support for X meshes with his interests as an entrepreneur and investor. Beyond his chart-topping music career, he has funded startups and struck branding deals with companies like Nike.
His X promo video concluded by directing viewers to the App Store link with the comment: “We made this together now let’s see what’s next.” If current momentum continues, what’s next may be a creating a new social media force.
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“X app by the Xers is killing it!” – Elon Musk, tech entrepreneur
“This is a case study in how apps can go viral overnight with the right mix of celebrity marketing and quality product.” – Jack Kent, industry commentator
“The key will be whether X can build an enduring platform beyond the initial Drake and Musk hype.” – Divya Balakrishnan, analyst
“It’s a dream to have Drake as our first artist on the platform – he represents music, creativity, and other big ambitions we have for X.” – Jae Connors, X co-founder
“If we can capture 1% of the market in our first year, that would be a huge win.” – Chris Shepherd, X co-founder
