In early 2014 Beats Electronics launched its long-rumored streaming audio service, Beats Music. For $9.99 per month — after a free trial period — this subscription service aimed to set itself apart by focusing on curated collections of music, rather than the algorithmically-chosen playlists offered by competitors such as Spotify and Google Play Music.
It also draws heavily on its position as a forward-thinking and hip brand, with music curation coming from well-known artists and groups in a variety of genres and styles. The red, purple and black branding synonymous with Beats headphones is strewn about through the Android app, furthering the tie-in with the Beats brand.
The launch of Beats Music was accompanied by a few different special promotions, including a 30-day free trial and a deal with AT&T where a whole family could get access to the service for just $14.99 per month, with a full 90-day trial period.
Though Apple purchased Beats in May 2014, the music service has continued to exist on Android as well as iOS, with no indication that the app would ever become iOS-only. It continues to be a niche player in the streaming music game, with relatively low user numbers, though it has picked up a rather impressive following considering how young of an app it is.