Ask any MOG user what they like best about the streaming music service and you’ll likely hear a rush of praise for its high quality streaming, something that’s very important to the well-trained ear. Those MOGgers are no doubt feeling proactively bereft at the news today that its new owners at Beats Electronics will be shutting down the service on April 15.

The makers of Beats headphones are pushing their new streaming music service this week, which means there will soon be no room at the company for MOG, which the company acquired in 2012, notes USA Today. At the time, Beats sounded like it was over the moon for MOG, touting its accomplishment as the first service to off their entire catalog of songs in the 320-kilobit format.

“They understand that the consumer wants ubiquity,” said Beats COO and president Luke Wood back then. “They have an extremely talented management team and engineering staff. So it’s really about the product, the service and the talent at the service we are buying.”

Today’s update on the Beats Music site makes it clear that MOG and Beats Music can’t survive together, however. Which means doom is nigh for MOG:

“The MOG service will remain live until April 15, after which it will be shut down, and MOG will stop accepting [new users? Just our guess] shortly after Beats Music goes live. Monthly billing will cease on March 15, and all yearly subscriptions will be refunded on a prorated basis. Our goal is to convert as many MOG subscribers to Beats Music as possible. As part of that effort, all existing MOG subscribers will be offered a one-month free trial of Beats Music, which will be made available starting March 15.”

MOG subscribers will be transferred to Beats Music in the coming days during the MOG phaseout. Meanwhile, we’ve set a calendar reminder for April 15 to keep an eye out for any refund-related angst for those yearly subscribers and their pro-rated refunds.

Beats Music sets shutdown date for MOG music service [USA Today]

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