Rara.com to bring music streaming 'to the masses'

Another day, another streaming service with a silly name – today sees the launch of Rara.com, a new web-based music package from the people behind Omnifone.
But this one's a bit different – rather than catering to the tech-savvy music experts that apparently use Spotify and its ilk, Rara hopes to reach the 80 per cent of web users it describes as "music listeners" and "tech laggards".
To this end, instead of a "spreadsheet layout" and "loads of lists", Rara's web interface is very image-orientated, with pre-collated playlists built by the company's editorial team at the fore – fronted by Imogen Heap, with more artists coming on board as "associate editors" over the coming months.
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