Elon Musk Replaces The 'Bluebird' With 'eXposure': Twitter's Rapid Transformation To X

It seems Elon Musk isn’t content with Twitter changeover to X being a simple rebrand. Twitter’s owner is aiming to radically redefine the app’s function, turning it into a multifaceted platform that takes features from numerous popular applications.

What Happened: Musk’s plan is to transform X into a complex blend of various platforms, incorporating elements of Substack, YouTube, PayPal, Amazon, TikTok, WeChat and Baidu, according to a Tuesday Axios report.

In essence, Musk’s goal is to create an “everything app,” a manifestation of ideas and ambitions that have been brewing for nearly a quarter-century. His vision for X extends far beyond its origins as a social media site to become a comprehensive hub for content creation, information sharing, financial transactions and more.

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The rebranding process is already underway, Axios said, citing the New York Times, with Twitter’s bird-themed conference rooms — Aviary, Tern, Bluebird, Canary and Mallard — being replaced by names like eXposure, eXult, and s3Xy on the first day of the X transition.

The move underscores the drastic change in corporate culture Musk is striving for as he transforms the platform.

Details of Musk’s ambitious plan are backed up by insights from Walter Isaacson, the biographer who has spent extensive time with Musk and is set to release a detailed account of the billionaire’s life and career in September.

Isaacson said that Musk had been contemplating the X rebranding for over nine months before acquiring Twitter. The biographer said he shares Musk’s conviction that X could evolve into a trillion-dollar enterprise that revolutionizes content creation, journalism and much more.

Musk's vision isn't without risk. Benzinga previously reported the billionaire's moves have been met with skepticism from analysts, who warn of potential branding issues and the impact on advertising efficacy, and question whether the “everything app” concept will resonate with the platform’s millions of users.

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