Guvera tries a different approach to advertiser-sponsored music online

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After SpiralFrog’s collapse and Qtrax’s repeated misfires, I’m skeptical about any online music service that says it will give away advertiser-supported downloads. But Guvera, an Australian start-up launched by former advertising executive Claes Loberg, is different enough to make me think it might actually work.

In essence, it lets consumers declare their interests, then gives them free downloads and streams from brands that match those interests. The company announced today that it had licensed the biggest record company, Universal Music Group, with plans to go live in the U.S. early next year. Read more about it at The Times’ Technology blog.

-- Jon Healey Healey writes editorials for The Times’ Opinion Manufacturing Division. Follow him on Twitter: @jcahealey