Time moves fast in the mobile world, and building something that lasts can prove to be incredibly difficult: just look at the news we got tonight about Meerkat, as the one-year-old service owns up to its failings and plans a dramatic reinvention in the hopes of staying in business. Even services with industry giants behind them are vulnerable to this pressure, like how we saw Samsung pull the plug on Milk Video last fall, itself just a year old at the time. That must have hurt Samsung’s media plans, but at least the company still had other Milk offerings – like the still-in-business Milk Music. We recently heard that Samsung could be thinking about buying Tidal in the hopes of making Milk Music a little flashier, but a new report frames that rumor in a different light, suggesting that while the Tidal acquisition could still go through, it would be act as more of a replacement than a merger, with word that Samsung’s about to shutter Milk Music.
Samsung sure hasn’t been doing much to keep Milk Music in the public eye lately, failing to strongly promote the service alongside recent product announcements, so it’s simple enough to see how this rumor gained momentum. Coupled with claims from internal sources that Samsung’s been actively culling its Milk Music workforce, and suggestions that the service never found the paid, premium user base it was looking for, the story of Milk Music’s upcoming demise is all too easy to believe.
If no more Milk Music, than what? Like we said, this Tidal interest is supposedly still in play, but it’s not clear if Samsung’s willing to pony up the cash that would require. Another possibility is seeing Samsung partner with someone else for a new streaming music offering. But no matter which way you slice it, it may not be long now before Milk Music is official no more.