Digital music subscription services aren’t exactly new, but MOG’s approach certainly is. The $5 monthly, all-you-can-eat service we heard about in October is finally live. Was it worth the wait? Let’s just say the short preview I took this morning has my music glands sweating more than John Bonham did after Led Zeppelin concerts in the 70s. MOG offers access to more than 6 million tracks from both indie labels and the big four: Universal Music Group, Sony Music Entertainment, Warner Music Group, and EMI Music. The vast music library isn’t the only appealing aspect of this subscription service, however. The best elements from competing services, as well as some features unique to MOG, make the new All Access Pass worth a listen.
Using the online MOG Music Player, you can quickly search for any artist, album or song. Instead of simple results from one search term, MOG returns all relevant bits in one window, making it easy to expand upon the original query. A quick tap and you’re listening to 320kbps of streaming music. But it doesn’t stop there. Upon enjoying your tune, you can move a slider to adjust the rest of your in-progress playlist. Leave it on “Artist Only” to hear what you searched for. Slide it over to “Similar Artists” and you get a Pandora-like playlist in real time. Or set it anywhere between the two options to customize playtime between your favorite artist’s songs and a sprinkling of similar tracks. MOG also adds a social feature with shared playlists. Simply make any of your lists public, and they’ll appear in search results for other MOG users.
At our GigaOM Pro subscription research service, I posed the idea of Amazon offering online music storage and streaming to handsets — after all, the company has all the pieces in place for me to access my digital MP3 library from any of my web-connected devices. MOG appears to support full computers and not handhelds, but it offers an advantage over my Amazon proposal. Any track heard on MOG can be added to “My Library” at the touch of a button — and with all of those songs available, my virtual MOG collection at $60 a year could be far vaster than an Amazon MP3 library built for between $2 and $12 an album.