Twitter has announced that later today the microblogging network will be shutting down its music service Twitter #Music on April 18th and removing it from the app store effective immediately.
For users who have the app, they will no longer be able to use it after April 18th.
We continue to experiment with new ways to bring you great content based on the music activity we see every day on Twitter.
— Twitter Music (@TwitterMusic) March 21, 2014
Twitter shutting down its #Music service was to be expected. After its high profile launch it failed to capture its audience and its traffic began to die off. Even sites like The New York Times reported on the predictable end of the music app.
The microblog wanted to highlight music that was trending on its platform, but its isolation from the context of Twitter’s conversations and passive consumption experience dealt a great blow to its ability to stay in the lime light.
As the tweet above says, Twitter plans to continue experimenting with ways to deliver great content based on music activity.
Twitter has plenty of social context around music, they just need to figure out how to make the best use of it.