Samsung has formally announced it is shutting down its floundering U.S. mobile music service, Milk Music on September 22. According to several reputable music tech sites, Milk Music which launched in 2014 exclusively for Samsung devices, had consistently struggled to gain traction in the competitive field of music streaming. Milk used to include video as well, but that component was dropped last year.
Earlier this year, Samsung denied that it would offload Milk to Tidal, so its eventual closure isn’t a huge surprise to the music streaming community. Samsung’s new strategy will be to smartly lean on existing music services, which makes perfect sense when you consider the huge sums of money being invested into streaming services and all of the competition, which includes Apple, Spotify, Pandora, Google and a host of others.
In a blog post, Samsung announced, “We have made the strategic decision to invest in a partner model focused on seamlessly integrating the best music services available today into our family of Galaxy devices. We believe that working with partners will accelerate innovation, enhance device sales and provide amazing new experiences for our customers.” Milk Music was never launched outside of the U.S., which is fairly indicative of its failure to thrive……. How ironic is it that the service was powered by, “Slacker,” which is what this venture turned out to be in more ways than one!!