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-- Spotify CEO Daniel Ek said the average Spotify user has 15,000 tracks in his or her collection. Spotify users have created over 100 million playlists. The number of playlists has grown steadily in the last few weeks – it was nearly 100 million in late January when Ek spoke at Midem.The company has said it has seven million users, so that means the average user has created about 14 playlists.

Ek pointed out that the average PC user has only 500 tracks on his or her hard drive. (Let’s just assume that’s correct.) So, the implication here is Spotify appears not to be reaching the average consumer. The streaming service is popular with the more hardcore digital music listeners. How else to explain why the average Spotify user has a digital music library 30 times larger than the average PC user? The service has reached the tech-savvy early adopters who are more likely to buy music, download music and store music. Now Spotify needs to attract the later adopters who spent less time with and place less value on digital music. That will be a tougher nut to crack, as Rhapsody and Napster found in America. (TechCrunch)

-- MOG and its new music subscription service are spotlighted in the USA Today. The service costs $5 a month. Subway found that $5 is the magic price point for a foot-long sandwich. Will MOG find success at $5? One thing that differentiates MOG is its added content. Previous to launching a music streaming service, MOG existed as a collection of music blogs. Now it has playlists and articles to add to the user experience. Founder David Hyman wouldn’t give subscription numbers but said MOG is gaining, not losing, subscribers. Judging from his comments, MOG is short of the number of subscribers that currently make Rhapsody a disappointment. “Rhapsody has 675,000 subscribers, and that's not considered a success,” he said. “My investors would be thrilled if I had 675,000 subscribers.” (USA Today)

-- The Electronic Frontier Foundation has weighed in on "Musicblogocide" (a.k.a. the recent episode in which Google deleted the blogs that hosted music files). One important issue is the lack of details in the DMCA notice served to bloggers. They are told about a violation but do not know what caused the violation. This is especially problematic because bloggers frequently receive music from publicists to post at their blogs. Those songs may be at the heart of these DMCA notices. The targeted bloggers need to know which file is infringing, the EFF insists, “so that they can file a DMCA counter-notice in the event that the file is not infringing.” Specific information would also allow bloggers – and pretty much everybody else – to know if a label is both seeking promotion and punishment for the very same song. In addition, the EFF offers a few tips, namely to use Blogger’s “export” function to back up your work. (EFF)

-- Shazam, the popular mobile app that identifies songs, has launched a program called Shazam Audio Recognition Advertising (SARA) and has partnered with Augme Mobile to take SARA to the North American market. What does it all mean? An advertiser that partners with Shazam can incentivize viewers to interact with the ad by hitting the Shazam button on their mobile phones. Shazam will recognize the advertisement and return a customized result. CEO Andrew Fisher explains: “For consumers this means the promotion can reside on their mobile and live on, such as ‘two for one’ pizza offers promoted via television and radio advertising, or unique media packages from a broadcaster that consumers can watch while on the move.” That seems like a very smart move. Shazam is using its core technology to expand its revenue beyond download sales. It does not require users to re-learn how to use its product. And Shazam is better prepared for the day when more of its users transition from downloads to mobile music subscription services. (Press release)

-- The operator of Italian BitTorrent site BTjunkie says his traffic soared 50% after an Italian court ordered all Italian Internet service providers to block The Pirate Bay. The original court order came in 2008 but was appealed and overturned. The latest court order was given on February 7. (TorrentFreak)