Oslo, Norway-based Aspiro today announced that it is launching a free version of its WiMP music subscription and streaming service after earlier trialling the model in Denmark.

With the roll-out of its services across Europe continuing at a relatively slow pace, the launch of a free version in Sweden is a direct attack on the leader of the space, Spotify, in its own backyard.

It’s worth noting that there are more competitors actively trying to win over Swedes, including Deezer and Rdio.

Aspiro, which is listed on the Nasdaq OMX Nordic Exchange in Stockholm, has also entered into a distribution agreement with Sweden’s largest newspaper, Aftonbladet. The partnership will initially revolve around editorial collaboration, but Aspiro says Swedish WiMP users will also get an updated version “with even more musical inspiration”.

With the launch of a free version, WiMP now provides Swedish users access to a catalog of 18 million songs for a limited time before having to subscribe and cough up a monthly fee.

The company aims to differentiate from its rival by employing local music editors in all the markets it’s available, and collaborate with external music experts, targeted media partners and artists.

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