Back in August we blogged about Thumbplay's new BlackBerry Music Store app that appeared in App World. That first app was essentially an mp3 music store for BlackBerry, and while it was a nice clean and functional application, it was really a beta for Thumbplay and actually is no longer in App World. However, at CES 2010 last week Thumbplay unveiled the BlackBerry Private Beta for their new Unlimited Music App, which to me looks like a pretty compelling offer for music lovers. Be sure to check out the video above for a walk-through demo and the official press release below.

Essentially, for $9.99/month, you'll gain access on both your computer and smartphone to Thumbplay's massive database (millions of songs & growing). You don't "own" the songs, but can create your own playlists and stream whatever you want to listen to whenever you want to. You can also take advantage of autoplaylists, or if you want to own a particular song you can buy it at anytime directly. Be sure to check out the full details below - there's wireless syncing of playlists and a number of other features.

The official release should be soon, but if you want to try and get in early you can apply for the private beta at music.thumbplay.com. I'm always surprised at how many similar yet different models of streaming music are now available out there. I think this is one of the pricier of the bunch (Rhapsody is more at $14.99/mo), but also seems to be one of the most complete in terms of what you get - basically every song you can possibly want to listen to, on demand. Not bad! So what do you think? Sound off in the comments!

Press Release

THUMBPLAY MUSIC - PRIVATE BETA - LAUNCHES AT CES 2010; UNLIMITED MUSIC APP "SINGS" ON BLACKBERRY® SMARTPHONES AND ON ALL PCS

Leading Mobile Entertainment Provider Delivers Music Service with Unlimited On-Demand Access to Millions of Songs; All Four Major Labels on Board

LAS VEGAS -- January 7, 2010 - Thumbplay (www.thumbplay.com), the leading provider of mobile entertainment in the U.S., today launched the Thumbplay Music application in Private Beta at the Consumer Electronics Show (CES). The app is being demonstrated at the BlackBerry® booth at CES (Booth #30851 - LVCC South Hall). Currently available by invitation-only on select BlackBerry® Smartphones* as well as a downloadable Adobe®AIR® desktop version (PC/Mac-compatible), Thumbplay Music is a cloud-based, subscription music service that provides unlimited, on-demand access to millions of songs. Universal Music Group, Sony Music Entertainment, Warner Music Group and EMI Music, as well as CD Baby, INgrooves, IODA, The Orchard and dozens of additional independent labels, will also be featured in the service.

Thumbplay Music is a next generation music service, built by experts in mobile content delivery to serve the rapidly growing market of U.S. smartphone users which is forecasted to grow to 160 million people by 2013.** To request an invitation to join the Private Beta, sign in here: http://music.thumbplay.com/.

Thumbplay Music includes its own in-app media player and boasts several compelling features, including:

• Unlimited, on-demand access to any artist or album; includes millions of high-quality songs
• Search - Find music by artist, song, album or genre; includes free previews of all songs
• Favorites - a quick, intuitive way to build a personal music collection that automatically synchronizes between smartphones and the desktop app
• Online and offline smartphone access, listen to music without Wi-Fi® or network connection. Whether underground or mid-flight, playlists are available for listening offline -- delivering true portability on BlackBerry smartphones
• Effortless playlist creation; add songs or albums to playlists which automatically, wirelessly synchronize across PC, Mac and smartphone devices
• AutoPlaylist -- Instantly generate expert recommendations based on favorite songs; a great way to discover new music
• iTunes® playlist re-creation within Thumbplay Music's desktop app. With a few clicks, recreate iTunes playlists and have them available on your PC and BlackBerry Smartphone.

Evan Schwartz, Thumbplay Co-Founder and CEO said, "We are immensely proud to showcase Thumbplay Music's Private Beta at the BlackBerry booth at CES. This is, without question, an application BlackBerry Smartphone users will truly embrace and enjoy.

"Over the last five years, we've developed a deep understanding about what it takes to build a successful mobile entertainment product around a sound business model in the U.S., and every ounce of that know-how is going into Thumbplay Music. With the incredible growth and functionality of Smartphones, we are now able to deliver an exceptional music experience -- music the way our customers have long been asking for - a service that is easy-to-use, offers unlimited choice and access, and provides total portability."

Thumbplay Music will become widely available to consumers within the first quarter of 2010 and the service will include a free, three-day trial of its unlimited, on-demand service. Following the trial period, subscriptions are $9.99 per month.

Thumbplay, which enjoys sustained profitability, has built an award-winning service centered on delivering millions of pieces of mobile content to more than 2,500 devices among every major carrier in the U.S. Thumbplay will leverage its existing network of more than 7,000 distribution partners to promote Thumbplay Music.