One of the music streaming veterans, Rhapsody, have rebranded themselves as the ex-file sharing site Napster that they bought in 2011.
Rhapsody were the first online music service that offered unlimited streaming for a monthly subscription, way back in 2001 when they launched. Despite being early to the game they have since been overtaken by newer services like Spotify and Apple Music. So what’s the best way to gain back relevancy? Rebranding yourself as a website you bought that’s synonymous with music piracy of course!
Now of course those days are now long past and Napster has since been an online music store, and then a brand owned by Rhapsody. Now in an attempt to appeal to the nostalgia of pirates from the early 21st century Rhapsody is becoming Napster, but only in name.
In a very brief blog post Rhapsody wrote: “No changes to your playlists, favorites, albums, and artists. Same music. Same service. Same price. 100% the music you love. Stay tuned!”
Hopefully a rebranding, no matter how questionable, will be enough to save Rhapsody who were rumoured to be closing their San Francisco office. CEO Mike Davis did confirm that there would be some layoffs however countered the negativity saying that Rhapsody saw 35% growth last year in paid subscribers, closing 2015 with 3.5 million customers.
3.5 million customers may not quite match Apple Music’s 15 million or Spotify’s 30 million paid users, but does stand it in good stead amongst other streaming underdogs like Deezer and Tidal.