RIP MOG: Streaming Service With a Long, Strange Journey to Shutter Next Month

The end is finally near for MOG. The streaming service, which has been operating solely in Australia since shutting down elsewhere last year, will cease to exist on Aug. 31, parent company Telstra has announced.

Subscribers will no longer have access to their accounts, including music libraries, downloaded songs and playlists, at the end of the month. The MOG app will simply stop working and users are encouraged to delete it.

"Although MOG had already shut down in the United States, Telstra kept the MOG service running until now as we know music is important to you," a MOG FAQ page noted.

Australia's Music Streaming Market Is Jam-Packed – But Likely Not for Long

MOG was founded by former Gracenote CEO David Hyman in 2005 as a network of music blogs but expanded in 2009 to include a paid subscription music service. Two years later, MOG introduced a free, on-demand service, but struggled to establish a foothold in the crowded streaming market that quickly became dominated by Spotify, Pandora, Rdio and other services. On its website, MOG boasts "millions and millions of songs."

Enter Beats Electronics, which acquired MOG in 2012. By that time, MOG had already partnered with Australian telecom giant Telstra to provide the service to its customers there. Beats effectively killed the U.S.-based service in early 2014 when it announced the launch of Beats Music, which was later sold to Apple and revamped into Apple Music.

Though MOG was officially gone in the U.S., Telstra took the reigns and continued to offer it in Australia, albeit to very few people. Last August the company said the combined subscriber count for its MOG, AFL and NRL apps was 155,000.