Six years later, everything in the music and technology industries is pushing toward digital streaming. Last year, music-related startups received $619.3 million in new investment. Spotify has more than five million paying subscribers, proving that customers will pay rather than pirate every month for a rich library of music if it's inexpensive and available everywhere. (Later this year, Spotify will offer free, ad-supported music on mobile devices in all of its markets.) Soundcloud, the leader in user-created embedded audio, just simplified its paid, pro, and premium partnership tiers for heavy users, music labels, and brands. Google wants to start a music subscription service in the second half of this year, trading on its strong positions with both Android and YouTube. Hardware upstart Beats Electronics is building its own streaming service, Daisy, using just-acquired Mog as its backbone. Even Apple is finally embracing streaming in principle, negotiating royalty rates with music rights owners to add a new, complimentary service to its iTunes Store.