MOG is a social networking site built around music discovery. Users who listen to their music on their computers or iPods can set up personal pages on mog.com with their musical interests and listening history. The service first uploads a listing of a user's digital music collection to their MOG page; then it keeps track of what music is played on the user's computer and makes recommendations based on it. Moggers stay connected through music-focused blogging and through dedicated pages for artists, albums and songs, tagging of music items, and direct links to iTunes and Amazon for music purchases. The site distributes a small application called MOG-O-MATIC that continuously updates the user's MOG.com site with the music currently playing on their computer or listened to on an iPod and any music added to the user's digital collection. Other features include Music-focused tagging, which allows users to tag posts with artist, album, song etc. (This enables easier searching and automatic aggregation of posts to corresponding dedicated pages.) and "MOG to Go," which allows users to add MOG to blogs or MySpace pages. MOG pages are easily customized through widgets using drop and drag technology, which gives users the ability to embed video and audio clips and position skins designed by pop-artists, as well as offering many other options.

MOG'S self-proclaimed mission—"Discover people through music and music through people"—acts as its theme, weaving through each profile page. Mog.com puts musicians and their fans on a level playing field, creating a close-knit community centered on the blogging, reviewing, and music sharing. Perhaps the most appealing factor to potential moggers is that, if you open a free MOG account, you'll be hanging out with such admirable indie musicians as Ben Gibbard of Death Cab for Cutie, Matthew Caws of Nada Surf, and Jon Fratelli of the Fratellis. On the other hand, if you're not a real music geek, you might not find this feature so attractive. Further, critics say that MOG's Artist database could be more thorough and include discographies. Also, at its heart, MOG.com is a bunch of blogs linked together, so there's a lot of undesirable material to sift through before you get to the really good and interesting stuff. If you are very interested in new music, MOG.com is a nice place to visit. Otherwise, you'd be better served by other Web music destinations that feature more established talent.