Sixteen years ago, software developer Jeremy Vaught created the Twitter handle @music to curate news and share stories about, obviously, music. Tens of thousands of Tweets later, he’d built a following of more than 11 million. Then, last week, Twitter—now rebranded as X—took the handle off him. An email from X, which Vaught posted to the platform, offered him no explanation but told him he could choose one of three other handles: @music123, @musicmusic, or @musiclover. All three were held by other users and so would presumably have to have been taken off them. He has since been assigned @musicfan.
“16 years ago, I created @music and have been running it ever since. Just now, Twitter / X just ripped it away,” Vaught tweeted/xeeted/x’ed. “Super pissed.”
Vaught did not respond to a request for an interview.
The confiscation is entirely within X’s terms of service. As the company tries to turn itself into an everything app, from music to video to finance, it’s likely it will need to stake a claim to handles related to its new business lines. But unilaterally taking a popular handle off a user could be bad business and another demonstration of how X under Musk is stripping away the things that made Twitter, Twitter.
The platform’s success was built on people, like Vaught, doing the work to build followings and create organic communities around shared interests. Heavy-handed land grabs on top of surging hate speech, shifting policies on verification, and, of course, the dropping of a globally recognized brand in favor of a letter, reinforce the feeling that Twitter is more and more becoming a place catering to a usership of one: Musk himself.
“It seems to me that he wants it to turn into a fanboy platform where people just go agree with him no matter what he says,” says Tim Fullerton, CEO of Fullerton Strategies and former VP of content marketing at WeWork. “There has been just this ongoing attack on the Twitter users that have made Twitter what it is. He doesn’t respect the user base.”
Before purchasing Twitter, Musk was a super user of the platform, having tweeted some 19,000 times to an audience that now stands at 152 million. This meant that his experience on the app was likely radically different than that of most users—the average Twitter user has 707 followers, and many have no followers at all. On pre-Musk Twitter, about 80 percent of tweets came from just 10 percent of Twitter’s users.
Verification helped average users figure out who was worth following. Twitter invented the blue check mark (which now exists on other platforms like Instagram and TikTok to indicate a verified user) after the manager for the St. Louis Cardinals baseball team threatened to sue the platform over a parody account. From then onward, it was used to indicate the authentic accounts of public figures such as celebrities, journalists, and politicians, as well as brands or particularly large accounts (like @music).
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