BlackBerry Gets Musical

BBM Music hopes to capitalize on social networks to make its music viral.

Image: RIM

The BlackBerry smartphone now has its very own music service, BBM Music. For $4.99 a month you can save up to 50 songs to your phone, and by connecting with other BBM Music users, you will gain access to their music as well. But when companies like RDIO offer millions of songs for $9.99 a month, one is left wondering, isn’t the extra five bucks worth it?

By creating a new, social way to accumulate tunes, BlackBerry may have sidestepped the highly competitive industry of unlimited musi and created a valuable product for their existing fans.

Remember, in the BBM universe, these phones aren’t called BlackBerry, they’re called CrackBerry.

RIM seems to be betting on the commitment of these loyal users. BBM contacts are a point of pride for many BlackBerry users, and by encouraging their existing subscribers to reach out socially, they just may be providing a stronger product than meets the eye. Free advertising, a potentially sizable pool of music, and the social experience of sharing your favorite tunes with your friends.

They won’t likely be stealing business from iTunes anytime soon, but for loyal BlackBerry fans on the prowl for music, BBM Music just might get the job done.

Get more business intelligence from Portfolio.com:

• Event Embed: For a dose of inspiration, a look into intriguing startups, and advice from top entrepreneurs, Portfolio.com takes you inside Fast Company's Innovation Uncensored gathering in San Francisco. And you don't have to pay a cent.
• Highly Funded and Hot for a Deal: How many rounds of financing are companies getting before they get acquired? Significantly more than they used to, a new study finds.
• Entrepreneurs to G20: Help Us Out: Young entrepreneurs are asking G20 leaders to help them pull the world's economy out of the ditch.