Google has announced the acquisition of Songza. The service plays music to suit your mood, using playlists manually curated by an editorial team, rather than relying on automation and algorithms.
Unfortunately, Songza can only be used by people living in North America, but its features are likely to be made available to those in Europe and the wider world. Google has been clear that a key reason for the acquisition is Songza’s technology, which it plans to integrate into Google Play Music and some of its other products.
“Over the coming months, we’ll explore ways to bring what you love about Songza to Google Play Music,” the company stated in a blog post. “We’ll also look for opportunities to bring their great work to the music experience on YouTube and other Google products.”
Google already has well-established relationships with the major record companies, through services like Google Play Music All Access and YouTube.
The search engine giant could negotiate to expand Songza’s worldwide availability. However, it would be more straightforward to focus on employing Songza’s features within its existing products, which are already available in many countries.
Although Songza will continue to operate as a separate service for the time being, its long-term future is unclear, with Google stating:
“We aren’t planning any immediate changes to Songza, so it will continue to work like usual for existing users.”
Google has put considerable marketing effort behind promotion of the Google Play brand and the specific reference to ‘immediate’ changes is likely to be a carefully-phrased remark. Once Songza’s main features have been added to Google’s own digital music offerings, the company is unlikely to continue to run an overlapping service in the longer term.