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Image is everything: Beats Music bets on style and celebrity to take on iTunes


But it also applied to MOG, the service that became Beats after it sold to the maker of popular headphones. Four years after MOG tried and failed to knock off Spotify, Beats executives are confident they have the product — and the marketing dollars — to make streaming music go mainstream. Interviews with former MOG executives suggest that for Beats to win, the company would do well to spend at least as much time marketing its service as it did building it.

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