Just when everything was going so well… Muve Music has been a bright spot for the digital music world in recent years, attracting more than 2m subscribers through hard bundles with smartphone tariffs of its parent operator Cricket Wireless. But now, after Cricket was bought by AT&T, it seems Muve Music isn’t wanted. “After a careful review, we’ve decided to explore alternative music options to Muve,” Cricket spokesperson Alejandra Arango told the New York Times, which broke the news that AT&T is looking to sell Muve Music. “For now, nothing changes for our Muve customers. They’ll continue to enjoy their Muve experience at this time, as we evaluate alternative music options.” Beats Music, most likely, which is the streaming/subscription partner of choice for AT&T. Yet how interesting is Muve Music without an operator bundling its service in with tariffs? It was praised by music rightsholders for its focus on lower-income consumers, but now all will depend on who buys it, and how they adapt its customer acquisition strategy.