Are music fans willing to pay monthly subscription charges for access to on-demand streams, premium radio stations, and great editorial? Perhaps eMusic proves that niche-focused approaches can work, though it remains unclear if the company can successfully broaden its footprint beyond die-hards. Meanwhile, bruised veterans like Rhapsody, Napster, and the Zune Marketplace have experienced tremendous difficulty scaling their models.
So why would music fans embrace upcoming subscription plays from MOG and Rdio? So far, free seems to be winning, though the recent entrants are tweaking the formula in the hopes of opening more consumer wallets. As disclosed yesterday, MOG is planning to integrate on-demand streams and radio stations alongside its blogging discussions, a smart evolution for the well-funded company.
And Rdio? Details on this company remain incredibly vague, though the nascent company is pointing to a subscription-based approach. The initiative involves Janus Friis and Niklas Zennstrom, founders of Kazaa, Skype, and Joost, among others. "We felt the time was right to revisit this space, this time with a compelling offering and a sustainable subscription model," Friis told Bloomberg. Now, the focus shifts to major label licensing, a process complicated by the swirl of Kazaa-related controversy previously surrounding Friis and Zennstrom.

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