Twitter’s hapless #Music experiment is officially coming to an end on April 18, the company said in a Tweet on Friday. Since launching last April, adoption numbers have been described as “abysmal” by Twitter sources, leaving the social network no choice but to shut things down. Rumblings of Twitter Music’s demise first began circulating back in October of last year, so this has been a long time coming.
Despite the superior strength of competing services, Twitter said in a separate Tweet it would experiment with incorporating music into the service. The Music app was rumored and hyped for many months before its official release, but it never really caught on, and it’s unclear where it all went wrong. Twitter rarely advertised or even acknowledged the app, perhaps preferring to let it go viral, indicating that the social network might have figured it was doomed from the start. Things certainly didn’t get off to a good start when Twitter’s head of music, Kevin Thau, left the company shortly after the app’s launch.
Later this afternoon, we will be removing Twitter #music from the App Store. If you have the app, it will continue to work until April 18.
— Twitter Music (@TwitterMusic) March 21, 2014
With such little interest in Twitter’s music experiment, very few people will likely notice the app is even gone. Sadly, these situations are all too common in the tech industry. Twitter doesn’t appear to want to give up on music entirely, but how it’ll manage to recover from the failed app remains to be seen.