Almost exactly a year after its debut, Twitter's music discovery app is being shut down.
The app and web presence were Twitter's attempts to merge social sharing and music in one. Launched with a fanfare of celebrity endorsements, the service made use of hashtags such as #NowPlaying to aggregate songs and music suggestions from people you follow.
Announced on Twitter, the app has now been removed from the iTunes Store. For users who already have the app installed, it will continue to work up until 18 April.
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
Twitter built its music app on the Australian discovery service We Are Hunted, which the social network acquired in 2012. The actual music streaming was powered by third-party services like Rdio, Spotify and iTunes Radio.
In a follow-up tweet, the company said that is continuing to experiment "with new ways to bring you great content based on the music activity we see every day on Twitter."
While Twitter Music had a lot of initial buzz surrounding its launch, its popularity soon shrunk, with sources telling AllThingsD that numbers were "abysmal" in terms of app downloads and engagement.