Pity poor We7. First the UK-based streaming music service was aiming, not entirely unsuccessfully, to be a browser-based Spotify, then it shifted to something more akin to Last.fm, and now it’s moving on again.
Or more accurately, Tesco has decided to subsume the company into its online film and TV download and streaming brand Blinkbox, nearly a year after taking a majority stake in the company for £10.9m.
The change will see We7 change its name to blinkbox music in a few weeks, the company said in an email to subscribers, adding:
We may be changing our name but we’re keeping all our great features and you don’t need to do a thing
It’s a nice, though not essential, digital music service, but how much long the self-styled ‘personalised DJ’ has a future remains to be seen.