Groove on Surface 3

Earlier today, Microsoft made the surprise announcement that it would rename its Xbox Music service and app to "Groove" for the launch of Windows 10 later in July. But why was the Groove name itself chosen? We now have that information thanks to a Microsoft spokesperson

Windows Central contacted Microsoft asking specifically why the name was picked and received this response:

"We chose the new name, Groove, to best describes what people feel and do with music, and make it more intuitive for our Windows 10 customers on what they'll find with the app. The name Groove was chosen based on customer feedback from Windows fans, and it best represents Microsoft's music strategy: to be fun, engaging and intuitive."

In addition, Microsoft's Joe Belfiore confirmed on his Twitter account today that the ditching of "Xbox Music" was the result of confusion over the Xbox name being used for such a service, when it's already well known as a gaming-based brand.

"We didn't drop the apps, we just changed the name. Lots of people were saying "I don't have an Xbox, why would I use Xbox Msic (sic)?"

It remains to be seen if the general public will gravitate to the new "Groove" branding.