Twitter is strongly considering discontinuing its Twitter #Music mobile app after a public launch just six months ago. The company is in the middle of restructuring its music department so it’s unclear exactly when the closure might happen but the deal is nearly sealed according to multiple sources familiar with the matter as reported by All Things D.
Twitter #Music got off to a strong start as it shot up to the No. 6 position in Apple’s App Store for free apps but adoption dropped off sharply not long after. According to sources, the app has seen “abysmal” numbers in downloads and engagement over the past several months. True enough, app analytics company Onavo rated Twitter #Music at 1,672nd place at the end of August while AppAnnie placed the app at 264 in the iTunes Music app vertical as of late last week.
Part of the problem with the app, according to people familiar with the project, was the fact that it was developed in isolation inside the company. #Music was led by former Twitter business development leader Kevin Thau and created by the “We Are Hunted” team, a music discovery service that Twitter acquired last year. Thau left not long after the half-baked #Music app launched to take a role as chief operating officer at a stealth startup led by Twitter co-founder Biz Stone called Jelly.
Ultimately, the app was never fully integrated with the general Twitter production team during its development, the publication notes.