Major labels and indies license music messaging service

Sony, Warner and Universal, along with independent representatives Merlin and The Orchard, have partnered with Toronto-based music messaging company Rithm to launch a social music service.

Already likened to WhatsApp and Snapchat by tech sites, Rithm's new service Rithm Gold allows users to stream full tracks in their chats and create an on-demand playlist, for US$3.99 a month. A free (ad-supported) tier, which is clips-based is also available.

Available in the US on iOS and Android, Rithm Gold is expected to rival music-based social network Boomio, which is licensed by Sony and Universal but not Warner.

Rithm has also inked deals with artists Steve Aoki, Migos, Zeds Dead and The Chainsmokers to offers users exclusive content, animated artist emojis and virtual goods in the platform.

Mike Wagman, Rithm’s co-founder and CEO, said: “We are excited to be bringing an engaging social music experience, with a vast music catalogue, to our community. Consumers are hungry for a music experience that makes it fun and easy to share and play music with their friends and with the community.”

Users will receive a 14-day free trial of Rithm Gold upon downloading at the iTunes App Store and Google Play.