Virgin Media responds to Spotify partnership rumours

Virgin Media musical desires

Virgin Media has spoken to TechRadar about the recent rumours it is to partner with Spotify, saying that it is "working hard on a new music service".

It neither confirmed or denied that its music service would involve Spotify but it does sound as if Virgin Media's music offering would be a major player in the market.

"We're working hard on a new music service and are in very encouraging and progressive talks with both major and independent labels," said a Virgin Media spokesperson.

"Our focus remains on providing a compelling music service for both consumers and industry and we're developing a proposition that promises to be a truly attractive alternative to illegal file-sharing."

Musical partnership?

The Virgin Media music service has been gestating for a few years now. In 2009 it announced plans for an all-you-can-eat music service but only Universal signed off on the idea.

It's not clear whether Virgin Media has managed to entice the labels this time around, which would mean that a deal with Spotify would make total sense – as this would bypass any need to get the fickle music bigwigs on board.

If a deal between Spotify and Virgin Media does indeed go ahead (and the Guardian is reporting that it is all-but done) it will be interesting to see how much of a dent the combined service would make in the music market.

Currently Sony is pushing hard with Music Unlimited, but there's plenty of other – Sky and its Sky Songs included – that have fallen by the wayside.