IMHO – Mflow is the new Spotify. And Twitter. And iTunes

If you've been lucky enough to receive an invitation, Mflow will have sucked you in by now. If you haven't, don't worry – you'll be flowing soon enough.

Along with the rest of the world.

Mflow isn't just another music service; it's a social music service. In addition to a fairly extensive iTunes-style music library that allows you to buy MP3 tracks for 79p each, there's the ability to follow fellow users and check out their recommendations.

Next to every song (whether you've bought it or not) is a "flow" button, which you hit to recommend the track and comment on it in a Twitter-style soundbite that your followers see in their inbox.

The benefit of listening to a track someone's flowed into your inbox is that you can hear the whole song for free – but only once. After that single play, you're limited to the standard 30-second preview.

Think about it – every day you'll open up Mflow and have an inbox full of songs suggested by your friends or people whose taste you've learnt to trust.

Yes, it's ingenious. Better than that, it's bloody amazing. And it gets better yet...

As an incentive to create a great flow, you receive a 20% cut of the profit whenever anyone buys a track you've recommended. Only to be spent buying more tunes through Mflow, of course, but it's going to encourage such incredible diversity as people look for ever more new songs to flow and reflow (think ReTweet).

If you're having trouble knowing where to start, the homepage has lists of most flowed, most downloaded, top recommenders, new users and popular channels. If you search for some artists you like, you can also see who's been flowing their songs. You'll get the hang of it.

At the moment, Mflow is in beta testing, so it's invite only – register on mflow.com and keep your fingers crossed.

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And feel free to follow me on Mflow.