The new subscription service, a division of Beats ElectronicsLLC the high-end headphone company founded by music mogul Jimmy Iovine and rap producer Dr. Dre has been in development for more than a year and has recruited a slew of veteran radio programmers to help curate the 20 million-plus tracks that many streaming services now offer. Users can now register for their preferred handle for the new Beats service to avoid competing later with others sharing the same name. Beats bought an existing streaming service, Mog, in July 2012, and hired Mr. Rogers a digital music pioneer who launched his career working for the Beastie Boys several months later. But as the team has worked to revamp and relaunch the product, the streaming-service market has become increasingly crowded. Google Inc., for example, launched its Google Play All Access streaming service in the spring and is preparing to introduce a separate YouTube music-streaming service soon that will also cost about $10 a month, the industry standard.
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