Rdio, the on-demand and social music service from Skype co-founder Janus Friis, has taken steps to broaden its subscriber base by adding pre-paid cards as a payment method.

Cards will be available as a physical rack card at Target, and as an emailed voucher through the site. A customer does not have to be a subscriber to purchase a card either way, and the pre-paid amount can be applied to any Rdio service.

The physical cards are available in more than 600 U.S. Target stores and have a value higher than their purchase price. They’re in two denominations: $10 for a $12.50 value, and $25 for a $30 value. Vouchers purchased on can be for any amount.

Just a week ago Rdio went live with Rdio Unlimited Family, a product the company described as “the industry’s first digital music family plan.” It enabled families to combine up to three Rdio Unlimited accounts into one plan, which provides a discount of up to 23 percent on the monthly fee. Individual family members in the plan have personal Rdio Unlimited accounts and can create his or her own listening and music sharing experience.

“When we first introduced Rdio, everyone in the industry offered the same rates and service plans for on-demand music: five dollars per month for Web-only access and ten dollars per month for Web and mobile,” said Drew Larner, CEO of Rdio.

Rdio can be accessed via browser, Mac or PC desktop client, mobile devices such as iPad, iPhone, Android, BlackBerry and Windows Mobile 7, in-home devices like Sonos and Roku, and in the car via Pioneer AppRadio.

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