Business News Digital

Xbox Music rebrands as Groove

By | Published on Tuesday 7 July 2015

Microsoft Groove

Hey Granddad, stop all your musings about Apple Music, what’s going on over at Microsoft Music, that’s what the cool kids want to know, I’m sure. Well, a new name, that’s what’s going on.

And those twonks at Apple are going to be kicking themselves when they hear what the wunderkinds at Microsoft have come up with. The word ‘music’ is so last Tuesday. Get with the moment I say. Apple Music? How embarrassing. The word of the moment, people, is ‘groove’. I mean it’s obvious now I say it, I know, but it took the marvels at Microsoft to make you aware of that fact.

So, yes, what was Xbox Music (or, more recently, just Music) will, from this very point onwards, become known – by you, by me, and by all other human beings of this dimension – as Groove. Why? Well, because “Groove describes what people feel and do with music”. It’s true you know. I’m grooving with music right now. And there’s nothing you can do to stop that.

In terms of functionality, Groove (not Groove Music please, whatever Microsoft’s initial announcement may have said) will be pretty much what went before, ie a combination of digital locker and paid-for subscription streaming (Xbox Music phased out freebie streams last year). But regular updates are being promised. And now the service is called Groove, not even the sky is the limit for what those updates might be.

Xbox Video, by the way, has also been rebranded. ‘Video’! How old school. Movies & TV. That’s what you want to call your video service. Groovy.