The service, currently called Daisy, will compete with Spotify and the article quotes Reznor saying that:
Interscope owns music streaming service MOG and is part of Universal which dominates 50% of the music market. Those two factors would allow the company to quickly establish the many licenses required for a music service to work.
[Daisy] uses mathematics to offer suggestions to the listener... [but also] would present choices based partly on suggestions made by connoisseurs, making it a platform in which the machine and the human would collide more intimately.
One can only hope that the name "Daisy" comes from Daisy Bell, the first song ever "sung" by a machine when IBM demonstrated speech synthesis with the song in 1961.