Guvera signs deals with EMI Music & IODA for 2010 US launch


MUMBAI: Guvera Limited has signed a deal with EMI Music and IODA, offering consumers free, legal downloads from their music libraries. With the EMI and IODA deals, Guvera sets the stage for their February 2010, US launch with two 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, 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 customizable to the brands – allowing them to skin their channel with logos, imagery, and 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.

Guvera Limited CEO and the inventor behind the Guvera model Claes Loberg 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 EMI Music global head Digital Business Development Mark Piibe.

"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 IODA founder and CEO Kevin Arnold. "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."