Music Twitter – how did I miss

So apparently, some months ago Twitter launched something called Music Twitter.
I’m not really sure what it is, but from my first sightings it seems to be some kind of music discovery service. Or?

You can listen to short previews of songs with links to iTunes, and you can log in with Spotify or Rdio to listen to full tracks.
How did I miss all this, haven’t heard a word of it until today when I saw this article on TNW about it “quickly fading into obscurity”.
Well well, now You know too!