Amazon starts an online music store in which you can buy and download MP3 music without digital rights management software. It is expected that Amazon will work with more than 12,000 music publishers, and thus can offer millions of songs. British recording company EMI has signed the first contract with Amazon. The store will open before the end of this year (dc, Dutch). Amazon this way could grow into a music coaching brand. For a start, a coaching brand needs to be complete: offer ALL music ever made in the world. After that, a music coaching brand can make selections on an individual basis, adapted to time, place and situation. This is a possible step in that direction.