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Music-streaming platform Rdio has revealed a partnership with AEG’s ticket-selling subsidiary AXS, one that aims to give gig-goers access to their favorite songs on-demand for free — but only for a limited period of time.
Available only in the U.S. for now, those who buy tickets through AXS.com will be given a free trial subscription to Rdio Unlimited for 30 days which, on the surface at least, makes this sound little more than a souped-up special promotion. But digging a little deeper, there are actually some interesting add-ons courtesy of this partnership.
For example, every new Rdio account will automatically be tailored according to the user’s concert history. And they’ll also receive notifications whenever a band or artist they’ve seen live adds new music to Rdio’s library of tunes.
This isn’t the first time a music-streaming platform has integrated with the live music realm, however. Spotify and Songkick have previously partnered too, letting users buy tickets for upcoming gigs based on what music is in their playlists.
Launched in 2010 by Skype founders Niklas Zennström and Janus Friis, Rdio has faced increasingly stiff competition in the on-demand music-streaming realm, with the likes of Spotify and Beats arriving on the scene in the U.S. As with its rivals, Rdio is seeking new ways to bring something fresh to the table and set itself apart from the crowd — and this tie-in with AEG goes at least some way towards doing that.
Rdio did in fact hold one significant trump card over its main rivals until fairly recently — namely family subscriptions, which offered discounts when two or more members of the same family signed up. But Spotify not only matched them with family plans last year, but it undercut Rdio too, eventually leading to Rdio slashing its prices.
It’s worth remembering that this offer with AEG is just a 30-day trial subscription, and it’s ultimately designed to shoehorn live-music fans onto a paid Rdio subscription. But if a user does decide to stay, they’ll be able to pay through an integrated billing setup via AXS.com, which will create less friction and alleviate “subscription fatigue” for those tempted to sign up and become a permanent paying customer.
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