MOG, an on-demand music streaming service with backing from both Universal Music Group and Sony Music, has raised $9.5 million in a new round of funding.
MOG, which has already raised over $10 million in angel and Series A rounds, launched in December with the goal of muscling into the subscription music business, with its value proposition being its $5-per-month price and 256kbps streams.
Competitors include Napster, Rhapsody and Spotify (though Spotify has yet to launch in the U.S.).
According to MOG, the new funding will be used to push European expansion, develop mobile apps and build partnerships. The company plans to expand into the UK by the end of June, with other nations to follow. MOG is also upping its free trial from one hour to three days in order to give people a better chance to experience its product.