In an interview with the Guardian, Bandcamp CEO Ethan Diamond (really cool name) unveiled a Bandcamp subscription service. Was this on the horizon? Dunno. But is it a surprise? Given the hot potato that is music in the digital world, and in particular: streaming, it doesn't come as a massive shock to learn that Bandcamp are going to be offering this service. However – it is cool.

"We're giving every artist the ability to create a subscription service of their own on the site," said Mr. Diamond, comparing this to what Apple did with U2, except obviously you would, most importantly, actually want to subscribe to these artists. He continued: "Another element of this is that any artist can choose any number of items from their back catalogue to give to subscribers as a bonus when they subscribe. We have 12 million tracks on the site and 1.6 million albums, so it's an easy way for artists to start."

It's sounding cooler and cooler, but the real thing is MONIES. You know everybody wants to talk about money. Artists can apparently choose how much they would like people to subscribe for – this could be anything from £20 to £200 per year (not the actual limits, just random, but you get the idea).

Also artists will be able to control how many times a song of theirs can be streamed before audiences are prompted to buy. A sonic, and less aggressive, equivalent to 'take a picture, it'll last longer'. All of this artist control is very interesting – no matter the money involved, simply allowing artists to essentially be their own digital label is a beautiful thing. Ethan Diamond went on to compare this with Spotify, whom he says present a "false dichotomy" between downloads vs. streaming, and downloads vs. subscription-based streaming, especially in the midst of this Spotify-Swift kerfuffle.

"What they’re actually saying is 'our particular model of streaming – subscription-based – is the future, and anybody that doesn’t agree with that is living in the past'," he explained. "The reality is that streaming is of course the future: people are going to download less and less. But that particular model of subscription-based streaming isn't the only model. There is this other model where you support the artist."

He talked about it being similar to crowdfunding – except it's not just one project, or one album, or whatever, that you're funding; you're supporting the artist as a creative entity. You're saying, I enjoy your music so much that I will be investing this money in you to create more music for me to enjoy. And that is very cool. With Apple's own streaming/discovery service on the horizon, Bandcamp's move is not only smart but already miles ahead. (Read the whole piece over at the Guardian)