New Australian download site Guvera will launch its free, legal download service with content from EMI Music and IODA.
The service will launch in Australia next week and in the USA in February.Guvera is about making music available for free for the consumer funded by the advertiser and therefore shifting the desire for the illegal download away from the consumer with a legal alternative.
"I am excited to announce two new music content deals with EMI Music & IODA, helping to build anticipation for brands and consumers for the official 2010 launch," Guvera CEO Claes Loberg said in a statement. "With music companies like IODA, which represent independent content owners around the world and EMI Music, another major music label on board, Guvera will allow advertisers to offer the world's most engaging content to their target customers without disrupting them with ads, but rather creating brand experiences within channels that offer specialized content."
The model makes sense for the music industry. "Brands increasingly recognize how powerful our artists' music can be in creating strong, emotional connections with consumers. We believe Guvera's approach can offer a compelling experience for fans and new revenue opportunities for our artists," said Mark Piibe, Global Head of Digital Business Development for EMI Music.
"We are impressed by Guvera's unique approach to the concept of brand channels. By tailoring music to brands instead of just placing ads around music, Guvera creates a new way to meet the goals of all parties involved," commented Kevin Arnold, founder and CEO of IODA. "Guvera's experience provides an alternative for consumers looking to legally download music. We look forward to bringing this opportunity to our clients as Guvera's first digital distributors."
Music fans coming into Guvera will be greeted with various channels matched by different brands fitting their profile. Advertisers can create targeted channels and music companies can target directly to an artists core audience.
Early stage business models include the now defunct SpiralFrog and the overdue for launch QTrax.
Guvera has its advertisers lined up and will open for business for the Australian market next Tuesday (December 15).
