Guvera, a free legal download service will launch locally on Tuesday with the support of EMI Music and IODA.
The site’s is funded by advertisers, thereby offering music fans a home a free alternative to illegal downloading. 
With two labels already on board, here’s hoping the other labels take the opportunity to sign up and give their artists this wider listening audience.
“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.”
Browsers complete profiles, which help the site offer channels tailored to their listening preferences. Advertisers can create targeted channels and music labels can directly target their artists’ core fanbases.
Guvera has big plans, with an America launch slated for February. Before its official launch you can preregister online for access on the big day.
Image source: Camila Schnaibel @ Stock.xchng