This paper investigates future business models for the digital music services from the perspective of different parties in the Dutch music industry. Eight interviews have been conducted with several industry experts who shared their views on a business model that is able to attract more paying users and compete with legal and illegal music services. Analysis revealed that experts think genres and high fidelity quality of music will become niche markets, and consider exclusive content bad for the industry. The respondents are generally positive towards an free adsupported subscription option as they think it is an essential method for growing a larger user base and a good way to compete with illegal downloading. Furthermore, experts believe that a large music collection, video content, good sound quality, high usability and easy music discovery are important values a digital music services should deliver to increase competitiveness. Moreover, partnerships are essential for reaching potential users and no change is expected in the relationship between the current suppliers of music, the collecting societies, and the music services. This research gives an idea of the direction digital music services is going and how the services will operate in the future.