Mixcloud, a platform allowing DJs to promote their material online, was launched in beta in March 2009. Since then 100,000 different DJs have uploaded material to the site. Some 90% of its audience is aged 18-34, with 70% of them male.

Due to licensing issues, the site is currently streaming-only but Mixcloud co-founder Nikhil Shah said it was nevertheless having an effect in stopping illegal downloading.

"Not offering downloads has been a challenge for us in terms of persuading the ...