Today at the Google I/O conference, the company announced their long-rumored new steaming music service called Google Play Music All Access.

It’s built on the concept of music discovery, with an “explore” section with personalized suggestions, featured content, and new releases. You can also search music based on 22 genres, each with curated playlists. There’s also a “Listen Now” section with even more recommendations.

You can turn anything you’re listening to into it’s own radio station, filled with related tracks. You can reorder tracks in the curated radio station, look ahead to what’s coming up, and more.

“It’s Radio without rules,” said Google’s Chris Yerga.

With one tap, you can add any song or album to personal library, so that your owned music mixes with the music available on All Access.

It’ll run you $9.99 a month in the U.S., and there’s a 30-day free trial – but if you start a trial by June 30th, it’s only $7.99 a month. Launching today in U.S., it will roll out in additional countries later.

Google didn’t mention its label partners at the conference, but reports indicate that Universal and Sony are now both on board. Of course, the streaming music service will compete with the likes of Spotify, Rdio, and even Pandora with the curated radio features. But unlike a service like Spotify, for instance, Google Music All Access doesn’t offer a free, ad-supported tier.

More to come…