MUSIC has always been a big part of his life, so his job seems almost tailor-made for him.

Mr Kurt Loy, 35, heads marketing for Asia at digital music streaming service Rdio - where he can help talented musicians get discovered.

His musically inclined family helped set him up for the task. His dad collected vinyl records - a hobby he has inherited - and his mum worked for a Mandarin pop record label here.

As a teenager, he taught himself to play the guitar and drums. He learnt the basics of deejaying from online videos.

"I learnt a lot more from hanging out with people in the community and jamming with friends," he said.

Uploading his own mixes online led to an invitation to perform in London in 2007. After a year's stint there, he returned to Singapore to work in advertising.

He joined Rdio last September and continues to deejay in his spare time.

"Apart from music streaming, we want to be a marketing platform for brands, artists and partners," he said.

Rdio plans to host events such as band showcases and listening parties at its Ann Siang Road office.

"People can hang out, check out bands and records. We want to create a music community here," said Mr Loy.

Rdio's streaming services are available in Singapore, Malaysia, Indonesia, Thailand, the Philippines and Hong Kong. It wants to move into Japan, South Korea, Taiwan and China once the requisite licences are obtained, Mr Loy said.

"There are many talented people in this part of the world, but they don't have a platform to showcase their talent."

CHIA YAN MIN