Abstract: A graphical user interface allows users to access multiple third party services (e.g., online media services) and enables the services to provide functionality within the GUI adjacent to core functionality of a host application (e.g., a media player application, operating system shell, etc.). The GUI provides an interface region for third party service functionality that is distinct from, but equal in exposure and prominence to, the core functionality provided by the application hosting the GUI. The GUI enables seamless switching between a list of available services provided in a service menu. Switching between services replaces service function buttons and service branding according to particular service customizations.