BMW and MOG today announced availability of MOG’s award winning on-demand music service in all 2011 BMW vehicles equipped with the BMW Apps and MINI Connected option in the US. This is the first integration of an on-demand music service in the car, transforming the way music fans listen to music on the road and expanding the number of places music lovers can enjoy the ultimate music listening experience.

After becoming a MOG Primo customer, MINI or BMW drivers simply need to launch the new version of the MOG app on their vehicle-connected iPhone and MOG will immediately appear in the Apps-enabled infotainment system, giving music lovers instant access to MOG’s vast catalog of over 13 million songs.

“The partnership with MOG is another great step for BMW Apps, as we continue to listen to our customers and work to assess, develop and launch the apps they want most more quickly than ever before” said Rob Passaro Head of the BMW AppCenter.

“It is a real thrill to be the first on-demand music service in the car, and to truly transform a powerful, personal environment for experiencing music,” said David Hyman, CEO of MOG. “This will make it fast and easy for drivers to enjoy the music they love, uninterrupted and unlimited, while maintaining their focus on the road,” Hyman added.

“People listen to music more while driving than anywhere else, so it was critical for us to offer MOG in the car,” said Drew Denbo, SVP of Business Development at MOG. “BMW has been an incredible partner on this journey and we’re excited to finally bring this unique experience to fruition for the most avid auto and music lovers in the US.”

The MOG iPhone app enables the following capabilities in the BMW Apps infotainment systems:

On-demand streaming: Unlimited, ad-free listening to any artist, album, or song at any time from virtually anywhere.

Seamless integration: Easy to browse and search, play, re-play, or skip to your favorite songs using the vehicle’s existing infotainment controller and steering wheel controls.

Storage: MOG will allow users to store their MOG music on their phone, enabling access to their favorite titles even when a data connection is not available.

MOG radio: Only MOG offers patent-pending “MOG Mobius” music discovery engine, which enables users to switch between true “artist only” radio or a full mix of similar artists.

Curated content: Users will have access to New Releases, Editor’s Picks, Top Songs, Featured Playlists, and Featured Radio in addition to their own tagged songs from within the MOG music service.

Highest quality audio: MOG downloads music at 320kbps, providing the highest quality listening experience.

To enable the MOG on-demand service in the vehicle, BMW customers will need to become MOG Primo subscribers and use version or later of the MOG iPhone app. Additional information and Getting Started guides are available at Customers can go to to sign up for MOG Primo plans.

MOG offers a $9.99 per month MOG Primo subscription plan, which provides subscribers with access to MOG for unlimited, on-demand listening access online at, through the MOG app on iPhone and Android phones, through compatible CE devices from major manufacturers such as Boxee, Roku, Sonos, Squeezbox, LG, and Samsung, all via a single MOG account.

Experience the new BMW Apps ready MOG App live at the press days at the Los Angeles International Auto Show on November 16 and 17. Demonstrations will take place at the BMW display. Rob Passaro, Head of the BMW AppCenter and Drew Denbo, SVP of Business Development at MOG will be available for interviews.