The Korean tech titan is bowing out of the music streaming business.
It’s the end of the road for Samsung’s Milk Music.
The free, personalized internet radio streaming service launched by the Korean tech titan in 2014—designed to run on the company’s Galaxy devices and compete with the likes of Pandora p —will shut down for good on Sept. 22.
“We have made the strategic decision to invest in a partner model focused on seamlessly integrating the best music services available today into our family of Galaxy devices,” Samsung said in a company statement. “We believe that working with partners will accelerate innovation, enhance device sales and provide amazing new experiences for our customers.”
Milk Music struggled to gain a foothold in the content streaming market despite Samsung’s best efforts. The company laid off much of its Milk Music staff last July a few months before shuttering Milk Video—its video streaming service, which lasted only a year, according to Variety.
Samsung tried to turn the tide for Milk Music last October by signing a $25 million deal with Rihanna to provide access to exclusive content from the R&B singer and her latest album ANTI. In March, the company denied rumors it had plans to buy hip-hop mogul Jay Z’s Tidal streaming service, according to Variety.
This weekend, Pandora announced plans to launch its own “on-demand” streaming service, joining the competitive market dominated by Spotify and Apple Music aapl after turning down a $3.4 billion acquisition offer from Sirius XM’s Radio’s Liberty Media lmca and posting underwhelming profits in July.