Less than a year ago, Spotify acquired Heardle, a music recommendation app that allowed users to create and share playlists with friends. Now, the music streaming giant has announced that it will be shutting down the app and its accompanying music game on May 5th.

The news was confirmed in an email sent out to Heardle users, which stated that “we have made the difficult decision to shut down Heardle and our music game effective May 5th, 2021.” The email went on to thank users for their support and apologized for any inconvenience.

This decision comes as a surprise to many, as the acquisition of Heardle was seen as a strategic move by Spotify to increase its presence in the social music space. The app allowed users to connect with friends and create playlists together, which is a feature that has become increasingly popular in the age of social media.

However, it seems that the app failed to gain traction among Spotify’s user base, and the company has decided to cut its losses and focus on other areas of the business. This is not the first time that Spotify has shuttered an app that it acquired – in 2018, the company shut down the music distribution platform DistroKid just months after acquiring it.

The closure of Heardle and its music game highlights the challenges that companies face when trying to integrate new technology into their existing business models. While acquisitions can sometimes provide quick access to new capabilities and talent, they can also be fraught with unexpected challenges and roadblocks.

Overall, this news is a reminder that the music streaming industry is constantly evolving, and companies must be nimble and adaptable in order to remain competitive. While the closure of Heardle may be disappointing for some users, it is a necessary step for Spotify as it continues to grow and evolve.

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