Twitter removes #Music from App Store, to pull plug on app on April 18
Twitter announced that it will be taking down the Twitter Music app from the App Store this afternoon and will officially say retire it on April 18, VentureBeat reported.
In its official tweet, the micro-blogging platform said, "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." However, Twitter Music assured its followers that they will "continue to experiment with new ways to bring you great content based on the music activity we see every day on Twitter."
The death of the app hardly came as a surprise. AllThingsD had reported on October 19 that according to sources in the company, Twitter was thinking of closing the app because of poor performance in the months following its launch. When it was rolled out in April last year, Twitter Music was ranked No.6 in the overall free app downloads but went downhill from there. In August, Onavo, the app analytics firm placed #music at 1,672nd place based on its own rankings. On the day of that report, another analytics firm, AppAnnie place #music at 264th place in the iTunes Music app vertical, AllThingsD reported.
The app, which was developed after Twitter bought music discovery server We Are Hunted, was meant to put emphasis on the music that was trending on the platform. However, it seemed that the app lacked the support it needed to sustain its moment after it was introduced. The executive in charge of the standalone music app left just after a month and Twitter itself poured its efforts in the music space inking agreements with Apple and Rdio, VentureBeat reported.
TechCrunch reported that the closure of Twitter Music was largely due to it "being a largely passive consumption experience" and because it was isolated "from the context of Twitter's broader conversations."