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Beats Music Launches

Company says new service is “curated by people”

New music service Beats launched today.

The company is trying to differentiate itself from competitors like Pandora, Spotify, Rdio and Apple’s iTunes Radio with a subscription-only pay structure.

Beats calls the product “a new kind of streaming service” that’s “curated by people.” Fans can stream their music or download to listen offline.

“Tell Beats Music where you are, what you’re feeling and who you’re with and we’ll serve you a unique stream of music that fits your situation perfectly,” promises the company which says listeners will “never” hear an ad.

At launch, fans are invited to a 30-day free trial; afterwards, a $9.99 per month subscription fee kicks in. AT&T Wireless is offering a $14.99/month family plan for Beats. Beats Music will also be available in AT&T stores and online on Jan. 24.

Target is also selling prepaid Beats Music gift cards.