Microsoft has been a rebranding machine prior to their release of Windows 10. In a crowded market, Microsoft announced Xbox Music in 2012, only to change it again less than three years later to Groove Music. In a little over two years, Microsoft is getting rid of Groove Music. Like many companies, Microsoft innovated computer technology but now struggles to stay relevant. They tried hard to start their own Spotify-like service but it never caught on.
As of the end of the year, Groove Music will shut down and offer Spotify in their place. The company announced, per Engadget, that they will be axing the service after December 31st, 2017. That would mean all streaming, purchases and re-downloads will end on that date. Although, they are offering a transition over to Spotify.
Users will be able to migrate your collection and playlists through an update, which goes into a preview version this week. Everyone else will start getting it on October 9th. Pass subscribers will have the option to migrate to Spotify until “at least” January 31st. Although, if you paid beyond January 31st, you will receive a pro-rated refund for the time not used. The Groove app will continue to work with downloaded purchases and locally stored music.
The writing was on the wall since Groove’s announcement. Microsoft had attempted to go into the market share that Apple was dipping into with Apple Music. Unfortunately, Microsoft never made a name for itself with music or music curation. Spotify and Apple dominated the market, but yet streaming services are still keeping fans away. Fans are enjoying listening to music rather than owning music.
Unfortunately, Microsoft is reaping the culture they curated. Microsoft never managed to figure out how to combine everything into a user friend eco-system like Google or Apple. Microsoft’s teams never managed to work together to allow for a pleasant user experience. Combining programs for integration was never their desire, only until it was too late. Especially, since Microsoft released Spotify on the Xbox One, it makes sense to bring it on the PC.