Welcome to the new music experience in Windows 10. As hinted at earlier this morning by Paul Thurrott, the company just announced it's rebranding the Xbox Music experience to "Groove", while also renaming the Xbox Video app to just "Movies & TV." According to a blog post about the changes, the new naming is meant to be "more identifiable to our broad customer base" and will roll out to other devices in the coming months. The timing of the change is odd as Windows and Xbox begin to work more closely together than ever before, but it doesn't appear that the actual features will be much different. Of course, with the launch of Apple Music, rebranding could be just the way to get some attention for an existing service that already offers a lot of the same features.