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If you haven’t heard of Baby Ariel, one of two things is probably true: You’re either legally allowed to vote, or you’ve never used Musical.ly, the hyperaddictive social media platform that counts more than 100 million users, or “musers,” many of them Gen Zers.
(In case you’re unfamiliar with Musical.ly, here’s a quick primer: Founded in 2014, the app lets users share short videos of themselves lip-syncing to popular songs or bits of prerecorded dialogue. It’s since become a popular place for artists to debut new singles and for brands to connect with kids and teens.)