<s>
rara	B-Application
was	O
a	O
music	O
streaming	O
media	O
service	O
.	O
</s>
<s>
It	O
offered	O
ad-free	O
,	O
on-demand	O
music	O
streaming	O
from	O
a	O
range	O
of	O
major	O
and	O
independent	O
record	O
labels	O
,	O
including	O
Universal	O
Music	O
Group	O
,	O
Sony	O
Music	O
Entertainment	O
,	O
EMI	O
Music	O
and	O
Warner	O
Music	O
Group	O
,	O
global	O
rights	O
agency	O
Merlin	O
and	O
independent	O
digital	O
distributors	O
The	O
Orchard	O
,	O
INgrooves	O
Fontana	O
,	O
Believe	O
Digital	O
,	O
 [ PIAS ] 	O
and	O
VidZone	B-Device
Digital	I-Device
Media	I-Device
.	O
</s>
<s>
Launched	O
in	O
December	O
2011	O
by	O
British	O
company	O
rara	B-Application
Media	O
Group	O
Limited	O
,	O
the	O
service	O
featured	O
an	O
initial	O
music	O
catalogue	O
of	O
approximately	O
10	O
million	O
tracks	O
.	O
</s>
<s>
The	O
system	O
was	O
accessible	O
on	O
both	O
PC	B-Device
and	O
Mac	B-Device
via	O
the	O
web	O
with	O
apps	O
for	O
Windows	B-Application
8	I-Application
,	O
iOS	B-Application
,	O
and	O
Android	B-Application
.	O
</s>
<s>
A	O
rara	B-Application
"	O
web	O
"	O
subscription	O
provided	O
unlimited	O
music	O
streaming	O
via	O
the	O
web	O
to	O
PC	B-Device
and	O
Mac	B-Device
while	O
a	O
"	O
premium	O
"	O
subscription	O
enabled	O
access	O
to	O
rara	B-Application
mobile	O
apps	O
as	O
well	O
as	O
offline	O
access	O
to	O
music	O
.	O
</s>
<s>
In	O
between	O
February	O
and	O
March	O
2015	O
,	O
rara	B-Application
stopped	O
accepting	O
new	O
subscribers	O
and	O
announced	O
that	O
the	O
service	O
was	O
up	O
for	O
sale	O
.	O
</s>
<s>
rara	B-Application
had	O
a	O
catalogue	O
of	O
over	O
22	O
million	O
tracks	O
licensed	O
.	O
</s>
<s>
Web	O
users	O
could	O
create	O
playlists	O
which	O
were	O
synchronised	O
through	O
the	O
cloud	O
with	O
their	O
other	O
rara	B-Application
devices	O
.	O
</s>
<s>
rara	B-Application
used	O
a	O
team	O
to	O
curate	O
channels	O
and	O
playlists	O
,	O
categorised	O
by	O
mood	O
,	O
genre	O
,	O
era	O
and	O
currently	O
trending	O
.	O
</s>
<s>
rara	B-Application
created	O
personalised	O
music	O
recommendations	O
that	O
were	O
both	O
algorithmically	O
generated	O
and	O
hand	O
curated	O
by	O
rara	B-Application
's	O
team	O
.	O
</s>
<s>
Powered	O
by	O
Dolby	O
Pulse	O
,	O
rara	B-Application
streamed	O
audio	O
on	O
web	O
and	O
via	O
apps	O
at	O
a	O
bitrate	O
of	O
320	O
kbit/s	O
.	O
</s>
<s>
rara	B-Application
was	O
available	O
on	O
web	O
via	O
PC	B-Device
and	O
Mac	B-Device
and	O
also	O
via	O
apps	O
for	O
iPhone	O
,	O
iPad	O
,	O
iPod	O
Touch	O
,	O
Android	B-Application
and	O
Windows	B-Application
8	I-Application
PCs	B-Device
and	O
tablets	O
.	O
</s>
<s>
The	O
rara	B-Application
web	O
streaming	O
service	O
was	O
launched	O
on	O
13	O
December	O
2011	O
.	O
</s>
<s>
The	O
rara	B-Application
Windows	B-Application
8	I-Application
app	O
was	O
introduced	O
on	O
23	O
October	O
2012	O
.	O
</s>
<s>
It	O
was	O
the	O
first	O
on-demand	O
music	O
streaming	O
app	O
to	O
launch	O
on	O
Windows	B-Application
8	I-Application
apart	O
from	O
Microsoft	O
's	O
own	O
Xbox	O
music	O
service	O
which	O
was	O
bundled	O
with	O
all	O
Windows	B-Application
8	I-Application
devices	O
.	O
</s>
<s>
The	O
rara	B-Application
iPhone	O
app	O
was	O
introduced	O
on	O
23	O
October	O
2012	O
.	O
</s>
<s>
The	O
rara	B-Application
iPad	O
app	O
was	O
launched	O
on	O
23	O
October	O
2012	O
.	O
</s>
<s>
The	O
rara	B-Application
Android	B-Application
app	O
was	O
launched	O
on	O
13	O
December	O
2011	O
.	O
</s>
<s>
On	O
6	O
December	O
2013	O
Online	O
Entertainment	O
with	O
rara	B-Application
became	O
available	O
to	O
purchase	O
in	O
all	O
BMW	O
Series	O
1-7	O
,	O
the	O
M	O
series	O
and	O
the	O
X5	O
model	O
.	O
</s>
<s>
rara	B-Application
was	O
available	O
in	O
32	O
countries	O
:	O
US	O
,	O
Canada	O
,	O
UK	O
,	O
Ireland	O
,	O
France	O
,	O
Spain	O
,	O
Italy	O
,	O
Germany	O
,	O
Austria	O
,	O
Belgium	O
,	O
The	O
Netherlands	O
,	O
Luxembourg	O
,	O
Switzerland	O
,	O
Sweden	O
,	O
Denmark	O
,	O
Norway	O
,	O
Finland	O
,	O
Portugal	O
,	O
Poland	O
,	O
Hungary	O
,	O
Czech	O
Republic	O
,	O
Lithuania	O
,	O
Latvia	O
and	O
Estonia	O
,	O
Mexico	O
,	O
Brazil	O
,	O
Australia	O
,	O
New	O
Zealand	O
,	O
Singapore	O
,	O
Hong	O
Kong	O
,	O
Malaysia	O
and	O
South	O
Africa	O
.	O
</s>
<s>
rara	B-Application
individually	O
tailors	O
its	O
music	O
service	O
for	O
every	O
territory	O
,	O
with	O
local	O
language	O
support	O
and	O
a	O
localised	O
music	O
catalogue	O
for	O
each	O
country	O
.	O
</s>
<s>
rara	B-Application
was	O
partnered	O
with	O
HP	O
,	O
BMW	O
,	O
Toshiba	O
and	O
Lenovo	O
and	O
was	O
preloaded	O
onto	O
a	O
range	O
of	O
HP	O
PCs	B-Device
and	O
Lenovo	O
Windows	B-Application
8	I-Application
and	O
Android	B-Application
PCs	B-Device
,	O
tablets	O
and	O
Windows	B-Application
8	I-Application
convertible	O
devices	O
.	O
</s>
<s>
Located	O
in	O
London	O
,	O
England	O
,	O
rara	B-Application
was	O
spun	O
out	O
of	O
digital	O
music	O
service	O
provider	O
Omnifone	O
prior	O
to	O
launch	O
in	O
December	O
2011	O
.	O
</s>
<s>
The	O
service	O
was	O
run	O
by	O
parent	O
company	O
rara	B-Application
Media	O
Group	O
Limited	O
with	O
its	O
back	O
end	O
technology	O
platform	O
powered	O
by	O
Omnifone	O
.	O
</s>
<s>
The	O
rara.com	B-Application
web	O
streaming	O
service	O
and	O
rara	B-Application
Android	B-Application
mobile	I-Application
app	O
was	O
launched	O
on	O
13	O
December	O
2011	O
in	O
16	O
countries	O
across	O
the	O
US	O
,	O
UK	O
,	O
Ireland	O
,	O
France	O
,	O
Germany	O
,	O
Italy	O
,	O
Spain	O
,	O
Austria	O
,	O
Belgium	O
,	O
Denmark	O
,	O
Finland	O
,	O
Luxembourg	O
,	O
the	O
Netherlands	O
,	O
Norway	O
,	O
Sweden	O
and	O
Switzerland	O
,	O
with	O
10	O
million	O
tracks	O
from	O
all	O
major	O
labels	O
and	O
a	O
global	O
partnership	O
with	O
HP	O
.	O
</s>
<s>
On	O
14	O
December	O
2011	O
rara	B-Application
announced	O
its	O
launch	O
in	O
New	O
Zealand	O
.	O
</s>
<s>
On	O
20	O
January	O
2012	O
rara	B-Application
announced	O
its	O
launch	O
in	O
Australia	O
,	O
Canada	O
and	O
Singapore	O
.	O
</s>
<s>
On	O
31	O
January	O
2012	O
PRS	O
for	O
Music	O
announced	O
a	O
pan-European	O
licensing	O
deal	O
securing	O
royalties	O
from	O
rara	B-Application
for	O
the	O
songwriters	O
,	O
composers	O
and	O
music	O
publishers	O
it	O
represented	O
across	O
Europe	O
.	O
</s>
<s>
On	O
18	O
July	O
2012	O
,	O
rara	B-Application
appointed	O
Coca-Cola	O
executive	O
Nick	O
Massey	O
as	O
CEO	O
.	O
</s>
<s>
On	O
23	O
October	O
2012	O
rara	B-Application
launched	O
apps	O
for	O
iOS	B-Application
and	O
Windows	B-Application
8	I-Application
devices	O
and	O
announced	O
music	O
licensing	O
deals	O
with	O
independent	O
distributors	O
Merlin	O
,	O
The	O
Orchard	O
,	O
INgrooves	O
Fontana	O
,	O
Believe	O
Digital	O
,	O
VidZone	B-Device
Digital	I-Device
Media	I-Device
and	O
an	O
expanded	O
global	O
licensed	O
catalogue	O
to	O
18	O
million	O
tracks	O
.	O
</s>
<s>
rara.com	B-Application
also	O
announced	O
it	O
had	O
added	O
7	O
new	O
countries	O
;	O
Brazil	O
,	O
Mexico	O
,	O
Hong	O
Kong	O
,	O
Taiwan	O
,	O
Malaysia	O
,	O
South	O
Africa	O
and	O
Portugal	O
,	O
increasing	O
com	O
's	O
territory	O
reach	O
to	O
27	O
markets	O
.	O
</s>
<s>
On	O
20	O
December	O
2012	O
rara	B-Application
announced	O
a	O
licensing	O
deal	O
with	O
independent	O
distributor	O
 [ PIAS ] 	O
and	O
the	O
addition	O
of	O
6	O
new	O
Eastern	O
European	O
countries	O
;	O
Poland	O
,	O
Hungary	O
,	O
Czech	O
Republic	O
,	O
Lithuania	O
,	O
Latvia	O
,	O
Estonia	O
,	O
expanding	O
its	O
international	O
territory	O
reach	O
to	O
33	O
countries	O
worldwide	O
.	O
</s>
<s>
On	O
8	O
March	O
2013	O
rara	B-Application
announced	O
Omnifone	O
and	O
PRS	O
for	O
Music	O
executive	O
Jez	O
Bell	O
as	O
CEO	O
.	O
</s>
<s>
On	O
21	O
May	O
2013	O
rara	B-Application
announced	O
an	O
international	O
partnership	O
with	O
BMW	O
to	O
provide	O
Europe	O
's	O
first	O
in-car	O
music	O
streaming	O
service	O
.	O
</s>
<s>
On	O
11	O
October	O
2013	O
rara	B-Application
announced	O
a	O
partnership	O
with	O
Toshiba	O
to	O
pre-load	O
the	O
rara	B-Application
app	O
on	O
Toshiba	O
Windows	B-Application
8	I-Application
PCs	B-Device
,	O
tablets	O
and	O
convertible	O
devices	O
in	O
Australia	O
,	O
New	O
Zealand	O
and	O
Hong	O
Kong	O
.	O
</s>
<s>
On	O
6	O
December	O
2013	O
rara	B-Application
expanded	O
Europe	O
's	O
first	O
in-car	O
music	O
streaming	O
service	O
across	O
the	O
BMW	O
range	O
.	O
</s>
<s>
rara	B-Application
was	O
available	O
in	O
BMW	O
Series	O
1-7	O
,	O
the	O
M	O
Series	O
and	O
the	O
X5	O
.	O
</s>
<s>
In	O
early	O
2015	O
,	O
rara	B-Application
announced	O
that	O
the	O
company	O
was	O
for	O
sale	O
and	O
would	O
shut	O
down	O
if	O
a	O
buyer	O
was	O
not	O
found	O
.	O
</s>
