TL;DR
Midjourney acquired astrology app Co-Star and is developing its own standalone image generation application, according to Bloomberg. The move signals Midjourney’s expansion from a Discord-based AI image tool into a full consumer app company with its own distribution platform.
The Co-Star Acquisition
Co-Star is a popular astrology app that uses AI to deliver personalized horoscopes and birth chart readings. The acquisition gives Midjourney an existing consumer app with millions of users and a proven subscription business model — assets that could accelerate its transition from a Discord-dependent tool to a standalone platform.
Standalone Image App
Bloomberg reports that Midjourney is building its own standalone image generation application. Since its launch, Midjourney has primarily operated through Discord, where users generate images via bot commands in chat channels. A dedicated app would give the company direct control over user experience, subscription management, and feature development.
Strategic Implications
The dual moves suggest Midjourney is pursuing a broader consumer AI strategy:
- Distribution independence: Moving away from Discord dependency gives Midjourney direct relationships with users
- Revenue diversification: Co-Star’s subscription model provides a proven monetization template
- Platform expansion: From image generation to a broader creative and lifestyle AI platform
Midjourney has been one of the most profitable AI companies relative to its team size, reportedly generating hundreds of millions in annual revenue with a small team. The acquisitions suggest the company is investing in growth and platform-building after establishing its core text-to-image technology.