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Our cover feature looks at how the battle lines have been drawn up in regard to free, freemium and streaming. Universal, Sony and Ministry Of Sound have all recently – and very publicly – started to question free's long-term viability as both a business model and a customer acquisition/upsell strategy. We speak to various key executives around the industry about the issues at stake as well as the rumours that are reaching fever pitch, asking them what, if anything, could replace free.