Another contender today steps into the music streaming ring, with the official launch of the brand new Beats Music service. Or at least, the official launch in the U.S. anyway. AT&T customers stand to get the best deal from Beats Music, with the regular $9.99 a month subscription replaced with a more enticing offering for them:

Exclusively with AT&T, you can get the Beats Music Family Plan with 5 accounts across 10 devices for $14.99/month. So everyone in your family can listen to what’s right for them. Exclusive 90 day free offer for AT&T wireless customers.

So, if you're on AT&T, particularly if you have music hungry kids, then Beats Music might already strike you as a pretty compelling option. But what makes it different to the rest? Well for starters it's got some pretty hefty weight behind it in the form of Jimmy Iovine and Trent Reznor, and they're claiming to have built something more than just a 'search and play' system:

We wanted to build a service that was more than a server, one that was truly of service to the listener. We wanted to combine the trust that comes from excellent hand-picked music with the personalization that knows you’re an individual and that a handful of stations can’t satisfy all listeners.

Curated playlists, music tailored to your mood of the time, what you're doing, the "right song for the right moment." Sounds interesting enough, but only time will tell if it's any good. So, if you're based in the U.S, snag the iOS app – thankfully, fully iOS 7 ready – at the App Store link below, and get started. Non-AT&T customers get a free 7-day trial to check it out, and signing up takes only a moment with your Twitter or Facebook logins, or sign-up the old fashioned way with your email address.

If you decide to take Beats Music out for a test listen, let me know what you think of it. I'm curious, but being in the UK curious is all I can be for now!

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