Label partners with Guvera for ad-based model
By Steve Chagollan
November 20, 2009


Universal Music Group and Guvera have made a deal to allow consumers to download music while advertisers foot the bill.

Guvera.com will offer consumers free, legal downloads from UMG's roster of artists, which includes those signed to Interscope Geffen A&M, Island Def Jam, MCA Nashville, Mercury, Polydor and Universal Motown.

The launch is scheduled for February.

The Australia-based Guvera, founded last year, brings to the table a built-in framework for offering downloads paid for by advertisers. It's a way for content owners to profit from their music.

Guvera, in turn, matches these consumer profiles and preferences with a brand's "personality." A search for a particular song, artist or genre will direct the user to relevant brand channels that provide these tracks or groupings of tracks.

Once music is downloaded, the brands will pay a fee to content providers, allowing the label to receive a percentage of that fee to distribute back to their artists.

http://www.variety.com/ar...=vertmusic

Too late.