It’s been nearly a year since we first heard of it, but the Beats Music Streaming Service is due to launch. CEO Ian Rogers recently spoke about the upcoming kickoff. A “name claiming” service has also been launched, so teenagers everywhere can start scrabbling for appropriately angsty handles.

There’s no doubt that Beats is going to have to scrap for attention – music streaming is a packed industry, with some seriously intimidating players. Established giants like SoundCloud and Grooveshark will take some toppling, but there are some serious forces marshaling behind Beats.

Long known under the codename “Daisy”, the service grew out of Beats by Dre, and counts Trent Reznor among its creative directors. Investors included billionaires Marc Rowan and James Packer.

Actual functionality remains a little hush-hush. TechCrunch reported that users may get real-time access to celebrities’ playlists. Time will tell if the ability to listen to the same tunes as Will Ferrell will be enough put Beats on top.