Earlier this year, Twitter announced their acquisition of the We Are Hunted service and their intentions to launch their own music-based mobile application. In April, this application came to be as Twitter #Music, which I covered upon its launch. Their were high hopes for Twitter’s official entry into the music business, with dreams that Twitter #Music would reach the same level of popularity as their video sharing application, Vine. Unfortunately for Twitter, this was simply not the case.
Upon its debut, Twitter #Music reached sixth place in the App Store rankings for free mobile application downloads, but this success was short-lived. By the end of August, Twitter had dropped to 1,672nd place in the rankings. Of music-related mobile applications alone, Twitter #Music currently ranks at 264, which is truly nothing to write home about for Twitter.
Apparently, behind the scenes, there were a number of missteps in Twitter’s development of Twitter #Music that may have led to its untimely demise. Unlike usual projects created by Twitter, the application was developed in isolation inside the company by the team behind We Are Hunted and former Twitter business development leader Kevin Thau. Part of the app’s lack of development may be attributed to the fact that Thau left the company right after Twitter #Music was launched, in order to become the COO of the mysterious startup known as Jelly.
While an official announcement has not yet been made by Twitter, inside sources claim that the project is going to be officially shut down, and that Twitter may instead find other ways to integrate music into users’ Twitter feeds. How exactly Twitter intends to proceed with Twitter #Music and their foray into the music industry remains to be seen.