Decent-enough record label V2 is the first major (though independent, natch) label to sign to the rather interesting free-download conundrum that is www.we7.com.
The agreement will see music from artists such as Bloc Party, Stereophonics, Rakes and Cold War Kids become available to download for free. DRM free too. The catch?
The service works by 'grafting' short and ’relevant’ ads onto the start of music tracks based on “micro-targeted consumer's demographics such as location, age and gender”. The advertising attached to the music will ensure that artists receive royalties for making their songs available. The plus side is that the ads don’t remain attached to the tracks forever - after a period of time users will have the choice to have the track ad free.
Co-founder and CEO of We7, Steve Purdham, quoth; “We’re thrilled to have V2 on board. Historically they have been pioneering in their adoption of digital music, and we’re pleased they see the same potential for We7 model as we do.”
So what do you reckon then? Adverts a decent price to pay for free music? Or will it destroy the whole point of music as a listening entity?
DiS will probably sign up, dowload a few things and let you know. At some point. There ain't much up there yet...