Nokia offers free streaming music for Lumia owners with Nokia Music

Nokia Lumia 800 - Magenta musicNokia has been building hype around its Nokia 920 and 820 debuts tomorrow at Nokia World. To add to the flames, Nokia has announced that it will be launching a playlist-style, free music streaming service in the United States.

This won’t be its first foray into tunes: Nokia once boasted a now defunct music streaming service, Ovi Music Unlimited. The service had the support of music from EMI, Sony Music, Universal Music, and Warner Music, and with the purchase of select Nokia smartphones, owners were offered a free 12-month subscription to the service. Unfortunately for Nokia, with Spotify, Pandora and other streaming services, Ovi Music Unlimited never took off.

The new steaming music service, Nokia Music, will be made available completely free of charge for its users, and can be downloaded onto the Nokia 900 and 710 from Marketplace. It will be absent of subscriptions and registrations and users won’t find a hint of advertising on the service. Other music streaming services typically require users to pay a small fee to rid of the advertising. In addition to these perks, users can listen to music offline.

There’s even a geolocation feature that has been integrated into the service. Based on a user’s current location, the platform will discover live concerts, gigs and other shows that are happening around their position.

“The USA is the most vibrant and competitive digital music market in the world — by a wide margin. We have worked extra hard to ensure our service meets the expectations of the demanding, active and inspired music fans in the USA,” Jyrki Rosenberg, VP of Entertainment at Nokia, said in a statement.

The service has its limits however. Most notably, users will not be able to select specific artists, or songs. Instead, Nokia Music users will have to resort to listening to music from among the 150 playlists that are curated by Nokia’s expert music staffers in the United States and musicians like Lana Del Rey, Lady Gaga and Rhianna. 

Nokia has a lot riding on the success of its smartphone business. The Nokia 900 phone, its first Windows Phone, wasn’t exactly the smashing success Nokia expected and needed. Now with its stock prices dropping into penny-stock territory, much of its future in the smartphone business is rides on the success of the 920 and 820. Whether incentives like Nokia Music will lure Android iPhone users to these new devices remains to be seen.