Internet Radio Adopts a Human Touch: A Study of 12 Streaming Music Services

In an effort to explore the tensions between old and new media, this article examines promotional Web sites for 12 streaming music companies. The goal of the project is to better understand how streaming music services create and embrace opportunities to fit themselves into the lives of music fans. Qualitative data collection revealed 7 interrelated themes. The promotional efforts analyzed here emphasized: (a) an anchor in radio, (b) personalizability, (c) music discovery, (d) music for any occasion, (e) sharing, (f) love, and (g) mobility.