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betaworks-Backed Tapestry Brings Easier Discovery And A Bit Of Rebranding To The Storytelling App

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Tapestry, the digital storytelling platform launched out of betaworks, has been relatively quiet since its inception in November 2012. Today, however, Tapestry is releasing a major update to the app to make content more discoverable, and add more content to the Tapestry platform.

Tapestry is an application launched out of betaworks that lets users create forward-moving, linear stories in a simple yet digital atmosphere. In other words, it has the same interactive qualities as digital content, with the focus and forward motion of a book.

Those stories can also be consumed within the Tapestry app. The idea here is that Internet wandering, something that BuzzFeed and Techmeme and Gawker have made us all experts in, isn’t always the best way to consume media.

Betaworks, being the experimental company it is, has dabbled in all kinds of media consumption, distribution, and even analytics with Digg and Chartbeat. Tapestry, however, is a way to test out the way users approach creating a new kind of digital content and consuming it.

With Tapestry 2.0, the app grows up quite a bit. GM Jana Trantow explained that the November launch was more like a beta launch than a real launch, as the app was experimental and meant to test the waters.

Since, the platform has accumulated around 2,000 stories, penned by authors ranging from Robin Sloan’s Italics all the way down to amateur works. With today’s update, your favorite stories and authors will be much easier to find, as the company is now adding tags, search and category filters.

The update will also push a total of 70 new works to the platform, including the first one from a publisher, as Quirk Books is releasing William Shakespeare’s Star Wars. Version 2.0 of Tapestry adds the ability to subscribe to favorite authors, so as the content library grows, the company is prepping to improve discoverability.

Betaworks companies are known to focus on user acquisition before business model, as the program tends to be ahead of the curve in exploring new, unconquered spaces. With Tapestry, the team is only now starting to figure out a business model. For now, the team is working with a few brands to feel out sponsorships, wherein those brands can push Tapestry-style content to their users.

Last, but certainly not least, the Tapestry brand is getting a slight overhaul. “When we launched in November, the app was in true prototype form,” said Trantow. “Now we’re ready to actually establish the brand.”

Tapestry 2.0 is available now in the App Store for iPhone and iPad.