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Nokia Music rebranded as MixRadio, Windows Phone app overhauled

Nokia Music rebranded as MixRadio, Windows Phone app overhauled

By Anupam Saxena | Updated: 21 November 2013 15:28 IST

Nokia has rebranded Nokia Music, its music streaming and download service, as MixRadio in 31 countries including India. Notably, MixRadio is completely free of advertising, and requires no subscription. The app can be downloaded from the Windows Phone Store on Nokia Lumia devices.

The MixRadio revamp changes the focus of the service to music streaming, from being a music download destination, allowing users to help find and personalise music to their liking. It also allows them to play curated playlists or mixes and even download them for offline listening, in line with the 'Mix Radio' feature that was a part of the previous Nokia Music app.

MixRadio works more or less in the same way as Nokia Music, but offers an overhauled user interface. The Nokia Music Store which was at the forefront in the previous iteration of the app, is now a hidden feature. It's worth pointing out that Nokia offers Unlimited Music subscriptions to users in India with a number of its Lumia phones allowing users to download music tracks for free. This is different from the Nokia Music+ premium service that it offers in some other markets.

Tracks can still be downloaded by searching for an artist or an album name, but the Store interface has been done away with.

The central feature of the MixRadio app is now the 'Play Me' button, which offers a personalised mix of music inspired by the user's unique music profile, depending on the kind of music you listen to. You can 'Thumbs up' or 'Thumbs down' tracks, in a way similar to Pandora, to help refine your music profile while listening to mixes.

According to Nokia, MixRadio uses sophisticated algorithms to find matches for the users' tastes, taking into account their listening history, country and even the time of day. Up to four mixes with almost eight hours of music can be downloaded for free offline listening. It allows users to skip six tracks in one hour.

Mixes can also be shared with friends on Facebook, Twitter or by email and SMS through the "MixSharing" feature. Using this feature, users can share three full tracks of a mix with friends which can be listened to online at music.nokia.com, free of charge.

"Nokia MixRadio marries simplicity with an incredible level of personalization, for a mobile-first approach that will help everybody, not just the avid music fan, to enjoy and discover new music," says Jyrki Rosenberg, VP and Head of Nokia Entertainment.

"It's as easy as turning on the radio, but you're in control - just one touch of Play Me provides people with their own personal radio station - you can skip songs, as well as build your station around your likes and dislikes with the thumbs up and down feature," says Jyrki.

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