Now! compilation brand attempts to tap into global streaming boom

Now! That’s What I Call Music, the compilation brand beloved by teens and parents, is hoping to tap into a boom in streaming as it launches a free streaming service for locked down Brits hunting for entertainment.

The music brand – joint owned by Sony Music and Universal and headquartered in London – is to launch a “freemium” model, with ads in between its tracks.

Now! First launch in 1983 and has sold million albums globally. It still sells CDs through Amazon and the UK’s supermarkets, and launched a £4.99 subscription streaming service three years ago.

It hopes the free offer could entice new listeners who will then upgrade to the paid service. Digital director Alex McCloy hopes to target consumers unwilling to spend the £9.99 subscription price for services like Spotify.

He told the Standard: “We want to create a great experience for pop fans that keeps them up to date with the latest music but with flexibility. It’s all about consumer choice and being able to control spending, we hope the app will enable more people to access the music they love.”

Now! is battling in a tough market – other attempts to crack the market for a mainstream music streaming service have struggling, including Tesco’s Blinkbox service, which was sold off and then went bust.

The biggest artists on Now!’s streaming service including Robbie Williams, Rhianna and Girls Aloud and its typical customers are children and over thirties.

“It’s almost like the Star Wars effect where generations pass it down. I remember being on holiday singing along to Bowling for Soup’s the Girl All the Bad Guys Want together with my parents.”

Separately today AIM-listed EVR tried to tap into bored music fans’ desire for a live experience, announcing a host of virtual reality concert screenings.

The company, through its MelodyVR app, will host a series of gigs that it has recorded for free as it looks to pick up new customers over the next week.