It's Raining Music, Courtesy of Mog 

Berkeley tech start-up Mog parties like it's 1999 as part of a multimillion dollar bet on an elusive killer app: cloud music.

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If Mog fails to achieve its intended critical mass, another company will eventually succeed. The idea of cloud music is just too tantalizing to abandon. When it succeeds, it'll change more than how music is distributed and consumed. Hyman speculates it may even affect production. The royalties from a song's play are replacing the royalties from its sale.

Cloud music could dethrone the album, or it could neuter one-hit wonders, said Hyman, a voracious music fan himself. "It's not the one-hit wonder that makes the most money for artists," he said. "It's the thing that people play forever and ever. It might put the focus on quality."

Now that's a radical business model.

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