MQA uses a technique dubbed "music origami," which folds all the music information into a file so it's small enough to stream. The widely-used MP3 format compromises audio quality because it discards 90% of the music information to compress the file size. The company's CEO, Mike Jbara, explains to Cheddar why consumers care about better audio quality. What are the advantages to the listener? MQA allows music streaming services to reduce storage and bandwidth costs, differentiate in a hotly competitive environment, and brings the music fan closer to their favorite artists. MQA has deals with all 3 major music labels, Warner, Sony, and Universal, as well as Merlin, which represents independent labels.