World’s biggest music company Universal is prepared to increase the number of music listener through internet. Universal along with other leading company are aiming to launch online music subscription that will be initially free along with some digital player and the program will be known as Total Music. This program will increase their digital media revenue. Universal company is trying to make alliance with Warner Music group and Sony BMG music entertainment. Now the hegemony of Apple will be challenged and the new ideas and innovation will change the whole world of on line music.