Launching a digital service with US college students first has been a successful strategy in the past: just ask Facebook. Startup Connyct is hoping it will pay off in 2024.

It’s a short-form video app focusing on communities and “real-world experiences”. For now, it’s only available to US college students, but it’s launching with a notable music rightsholder on board: Warner Music Group.

The major label will be making a licensed library of its music clips available for people to use in their videos on the app. The pitch is that Connyct is a wholesome alternative to TikTok.

“Connyct is a purpose-built technology platform that champions user rights, safety, privacy, transparency and fosters authentic engagement,” promised founder David Polinsky.

“Connyct prioritizes giving users control over their content and visibility and never selling or sharing their personal data.”

How those laudable values affect its business model remains to be seen though.