(UPDATED) Subscription music streamer audio will launch a new ad supported music service later this year with the help of Cumulus, a broadcast radio group that also owns syndicater Westwood one. Cumulus acquired a major stake in Radio last year and announced the new initiative during a recent earnings call.
Rdio has been slowly adding more free content to stay competitive. Now select content controlled by Cumulus including local and syndicated shows, as well as NCAA and Olympic broadcasts, will be added to an expanded free Rdio offering
The deal, which reportedly included $75 million in Cumulus marketing in exchange for a 20% stake in Rdio, provides a way for the music streamer to differentiate itself from Spotify. And for Cumulus, who currently streams its stations via Clear Channel's iHeartRadio, Rdio provides an online outlet not controlled by a competitor.