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Beats + Dre + Trent Reznor Streaming Music Service Spells The Death of MOG

Beats + Dre + Trent Reznor Streaming Music Service Spells The Death of MOG

 

By: Corey Tate
Follow me: Twitter | Google+ | LinkedIn
December 10, 2012

 
Find out why the Beats + Dre + Trent Reznor collaboration on the new streaming music service called Daisy is likely to spell the death of the MOG streaming music service as we know it 2013.

Although today's roundup of news is quick to point out the service is new, it overlooks that Beats acquired MOG last year, which was one of the five big streaming music services (which also includes Spotify, Pandora, Rdio and Rhapsody). So what we're likely to see in any Beats + Dre + Trent Reznor streaming music service is likely to be a revamping (pivot!) on the MOG streaming music site.

This all stems from a piece in The New Yorker, brought to light by Pitchfork, in which they visited "Reznor at his home in Los Angeles, where he has a recording studio, and learns about his creative process, and about some of his new projects (he has formed a band, with his wife, called How to Destroy Angels, and he is currently collaborating with Beats Electronics on the design of a music-streaming service."

This is completely unconfirmed at this point ... but consider this: why would beats shell out the money for a streaming music service like MOG (along with 160,000 monthly active users), then go and build another one? I can think of two reasons: they just bought a lot of customers, and they also inherit the whole technology and network from MOG, complete with the staff to run it.

What also brings this to light is a piece in Billboard last week from Glenn Peoples and Alex Pham, that dropped the bomb on the end of MOG: "For now, Beats is spending very little to recruit new customers for MOG -- that's because the company plans to eliminate the MOG  brand, and competition will heat up in 2013. Beats is planning to roll out an entirely re-branded service that will be tightly integrated with its high-end audio gear sometime next year, a source who was not authorized to speak on behalf of Beats told Billboard.biz.

The Daisy streaming music service will use "mathematics to offer suggestions to the listener... [but also] would present choices based partly on suggestions made by connoisseurs, making it a platform in which the machine and the human would collide more intimately," according to Trent Reznor. This is what we get with Pandora Radio, a series of algorithms that make recommendations based music you've liked or favorited inside of the site. It will be interesting to see what new technology the Daisy streaming music service brings forward ... next year could be really interesting as Spotify, et al double down on the letdown of music going social in 2012.

This all works toward what Spotify was recently clocked at saying ... in 2013, streaming music services are likely to be about "smart curation" and sort of thought leaders that people can follow for music recommendation. Spotify CEO Daniel Ek said last week that “Spotify is great when you know what music you want to listen to – but not so much when you don’t.” He went on to say “Social has always been a very big part of what we do at Spotify. But finding people who can introduce you to music you care about has been hard. There are only a handful of people who are expert curators of music.”

2012 was about music going social, until everybody was quick to find that they disconnected on their friends music choices more often than they agreed. Which is to say that music is more personal than it is social. 2013 looks good for an improvement ... I doubt we'll lose the social aspect because some people use it really well, and for them it's a great way to find new music. Next year we get another way to add to that.

 
Tags: Music News, Digital Music News
 
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