Guvera will help advertisers engage with consumers by providing free and legal music downloads
NEW YORK, Dec. 9 — Guvera Limited, a search website for free music and digital content provided by brands, announced today a partnership with EMI Music and IODA, offering consumers free, legal downloads from their full music libraries. The announcement comes on the heels of an agreement with Universal Music Group and their leading roster of chart-topping musical artists. With the EMI and IODA deals, Guvera sets the stage for their February 2010, US launch with two major music labels and one of the largest independent digital distributors on board.
Guvera’s mission is to make music free for people worldwide, while paying the artists that create it. At Guvera.com, advertisers and media buying companies will be able to create branded channels, housing relevant styles of music and other digital content and showcasing the particular aspects of a brand’s personality. These branded channels will be totally customizable to the brands – allowing them to skin their channel with logos, imagery, promotion links to other sites, loyalty programs and videos. Once the channel is completed, brands can create a campaign establishing the target audience they look to reach and determining how much content can be downloaded per person and the total campaign spend. They can even print live data about consumer profiles and behavior to better understand their target customers. Brands will pay a fee when their targeted consumers download music, and companies such as EMI and IODA will, in turn, receive a percentage of that fee per download to distribute back to their artists and/or labels.
The consumer experience on Guvera.com is simple with a three step interface: search, select and download. Once the consumer is logged in at Guvera.com, they will be able to go on and search for a specific song, artist or genre. From the list of results, Guvera then displays a list of brands that will pay for it for them. The consumer then clicks on the brand they want will be taken to the branded channel where they can download or stream the file and other related files for free without any DRM and playable on any device.
Claes Loberg, the inventor behind the Guvera model and CEO of Guvera Limited, commented, “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.” He added, “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.”
“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.”
About Guvera Limited
Guvera Limited is a music and content download system designed in Australia, founded in 2008. Guvera provides a way for content owners such as artists and record labels to generate revenue from their music, making it readily available and 100% free and legal to consumers. Content is paid for by advertisers looking to target consumers in a revolutionary way with branded channels. The company’s consumer facing website is www.guvera.com. Visit www.guveralimited.com for a presentation for advertisers and agencies.
About EMI Music
EMI Music is one of the world’s leading music companies. EMI Music represents artists spanning all musical tastes and genres. Its record labels include Angel, Astralwerks, Blue Note, Capitol, Capitol Latin, Capitol Nashville, EMI Classics, EMI CMG, EMI Records, Manhattan, Mute, Parlophone and Virgin. Its EMI Music Services unit provides EMI’s roster of artists – as well as independent labels and artists – with a global menu of commercial services and seamless access to an expanding range of revenue streams and business models.
IODA, the Independent Online Distribution Alliance, is the industry-leading digital distribution company for the global independent music and video community. IODA provides comprehensive services to record labels, physical distributors, artists, and filmmakers, including license negotiations; media encoding and metadata management; royalty payment administration and reporting; and marketing and promotional support. Founded in 2003, IODA represents a rapidly expanding roster of more than two million music tracks and over 5,000 independent film and video titles. IODA distributes its music and video catalog to hundreds of digital storefronts worldwide, including all major digital music services like iTunes®, Amazon MP3 and MySpace Music and mobile carriers and outlets such as Verizon Wireless, Sprint and Nokia. The company’s website is www.iodalliance.com.