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On-demand music service MOG has partnered with BMW and Mini to bring a streaming music application to cars for the first time, the company announced today.

MOG is in a seriously heated competition with other on-demand music services such as Spotify, Rdio and Rhapsody, so the company needs to do whatever it can to attract new customers. One of those ways is through Facebook’s Open Graph platform, which has increased MOG’s number of social users by 246 percent. Another avenue, apparently, is cars — the service will be included in each 2011 BMW or Mini model that comes equipped with BMW Apps or the Mini Connected option.

“It is a real thrill to be the first on-demand music service in the car, and to truly transform a powerful, personal environment for experiencing music,” said MOG CEO David Hyman in a statement. “This will make it fast and easy for drivers to enjoy the music they love, uninterrupted and unlimited, while maintaining their focus on the road.”

To get access to MOG’s on-demand service inside a BMW or Mini, the user must subscribe to the service’s $10 per month option and use the MOG iPhone application. MOG has a catalog of 13 million songs and now has access points through an in-browser desktop app, iPhone app, Android app, and Samsung Smart TVs and Blu-ray players.

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