The consortium behind music streaming app Songl has shut down the service after less than 18 months, after failing to gain traction in the crowded and competitive Australian market.
Southern Cross Austereo (SCA) and partners Sony Music and Universal Music today confirmed subscribers and trial members would be moved to the Omny app service, which will focus on “international expansion” from its Melbourne base.
The Digital Music Distribution consortium, which is being rebranded as Songl Solutions, and will offer music streaming solutions and live music events for brands as part of a business to business refocus.
In a statement they said the new entity would also focus on its “core business” of supplying linear music streams to Foxtel’s 32 music channels and Satellite Music Australia.
A statement from SCA said: “Songl was a consumer-facing music streaming service we have jointly been committed to for the past two years. However, all stakeholders have moved their focus from this service into other music and content-based commitments that will enable each stakeholder to diversify their offering.
“Songl will ensure the transition from the platform for its trialists and subscribers will be seamless.”
It is the second streaming service to disappear from the Australian market after Deezer closed its local operation in February, with international entrants like Pandora and Spotify dominating the audience share. Songl had offered both a premium offering for $12.99 per month, and a free ad-funded version.
Songl was relaunched in March 2013 with the shareholders saying it had been developed “for the Australian market”, with Mark Shaw the CEO of DMD telling B&T at the time: “”We are not just a standard streaming service in that we are very focused on our content beyond just music tracks.
“We’ve gone out and built a video player and we’ve got a real focus on creation of content by experts. Creation of content by artists and stars which is a huge part of what we do. We are working really closely with them.”
In its statement today SCA says Omny is a mobile app which is the “first truly personalised radio products that mixes premium broadcast content from radio personalities with the music the mobile user has access to, in a beautiful app environment”.
Omny has been operating as a beta test in Melbourne since January, with SCA taking a stake in parent company 1-2-1 Cast.
At the time Clive Dickens, SCA’s head of digital, told Mumbrella: “Omny has no SCA streams, it allows you to create your own personal content, from whatever you want, so you can listen to Fifi and Jules, or Hamish and Andy, and listen to rock music in between if that’s what you like.
“We believe radio is not just about music, it’s about all the other content. It’s differentiated by the personalities or the news or sport shows. What makes your radio station unique is all the other stuff between the songs.”
Guy Dobson, SCA chief content officer said: “The new future of SCA has an increased focus on music, understanding the role it plays for consumers and brands alike.
“The partner combination currently in place with Omny is strong and we are also looking forward to a year of success driven out of product innovation to achieve boundary-pushing business experiences that give brands direct access to music solutions.”