Rhapsody provides streaming music services that give subscribers around the world ad-free access to over 32 million songs via mobile devices, computers, consoles and home audio systems. The company serves over 3.5 million members in 34 countries.
As streaming music became a multibillion-dollar industry, competition for customers reached a crescendo. Although Rhapsody had once focused on efficiency—driving down the cost per trial for new customers—the company realized that it had to expand its online reach further, to entice the next generation of music lovers and differentiate themselves from the Pandoras and I Heart Radios of the world. Otherwise, it risked becoming obsolete as the expectations of millennials drove the development of many new competitors—and business models—in their space.
