US operator T-Mobile has launched a branded music service in partnership with internet music specialist Rhapsody. The Deutsche Telekom subsidiary is positioning the service as another market disruption, dubbing it unRadio in line with the “un-Carrier” strategy deployed by self-styled renegade CEO John Legere.

In the past year the firm has made a number of high profile bids to rattle the US market, including the abolition of data roaming charges, the offer of free data to tablet users and the launch of a financial services proposition.

With unRadio T-Mobile and Rhapsody claim to be addressing the primary frustrations of internet music users, including intrusive advertising and levels of individual control over the service. The new service is being offered as a free extra to customers on T-Mobile’s latest unlimited LTE tariff, and as a $4 add-on to other customers. It is also available through Rhapsody to all comers. It is iOS and Android compatible “initially”, T-Mobile said.

“Traditional Internet radio interrupts you with ads, limits skips, and chooses your music for you.  But, unRadio music streaming is completely ad free, lets you skip all you want, and you can choose your music and replay your favorites any time – all from a catalog of more than 20 million songs,” the firm said in a release.