The spectrum of online music services is rapidly expanding. The internet currently offers place enough for a diverse range of parallel concepts to co-exist in harmony. Yet every project develops its individual focus by putting a different degree of emphasis on either metaphors (digital record store, radio, magazine, archive, library or community), strategies (crowd sourcing, personalization, editorials) or technological applications (recommendation services, track recognition, meta-search engines), as well as by bringing into play various ways of making money (ad sales, pay per download, subscription, flat rate). Every platform aims for specific target groups and hence implies that there are different ways of using music. This is why, behind every concept, there's an individual viewpoint not only on the cultural role and everyday use of music but also on what motivates the people who write, produce and listen to it – ultimately manifesting both in content and user statistics. But how close are the concept and real-life use of a product? What do end users make of the things on offer? The panel discussion brings together experts active in the strategic and conceptual development of online music services. What prognoses, prospects and visions will shape developments in the coming years?