At this time, Microsoft began advertising the competing service Spotify, displaying a banner ad for the service within the Groove Music user interface, and offering the ability to migrate music collections and playlists to the service. On October 2, 2017, Microsoft announced that it would discontinue its subscription service Groove Music Pass and music purchases on Windows Store after December 31, 2017, leaving support for playing music stored locally and on OneDrive. Joe Belfiore explained that the re-branding was intended to disassociate the service from the Xbox product line, making it more inclusive to non-Xbox platforms.
The new brand utilized the Microsoft-owned "Groove" trademark formerly used for the unrelated product Microsoft Office Groove (now OneDrive for Business). On July 6, 2015, Microsoft announced the re-branding of Xbox Music as Groove to tie in with the impending release of Windows 10. Both services launched on October 16, 2012. With the accompanying announcement of Xbox Video, this move was intended to position Xbox as the company's main entertainment brand. Microsoft announced the relaunch of the service as Xbox Music. ĭuring its E3 2012 press conference, and in the wake of the upcoming release of Windows 8. The line of Zune players and Zune music store were somewhat unsuccessful, and the brand was largely discontinued at the beginning of the 2010s, although it continued to exist on different devices and the Zune Music Pass offered unlimited access to songs for US$9.99 per month. The Zune Music Marketplace included 11 million tracks. Microsoft had previously ventured into music services with its Zune brand.
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